부산대학교 도서관

By integrating the norm activation model(NAM) with theory of planned behavior (TPB), this study is aimed to understand decision-making processes about the behavior of tourism boycotting. To address the goal, for about nine days from February 14th to 22nd in 2021, a survey was conducted to 300 male and female adults in their 20’s or older collected nationwide. Among the questionnaire sheets collected, 16 sheets unreliably answered were excluded, and total 284 sheets were used as valid samples. According to the findings, when tourism consumers perceive the awareness of consequences factor gotten from negative outcomes resulted from not joining in a tourism boycott more greatly, their ascribed responsibility factor becomes stronger, too. Also, when tourism consumers have more favorable attitudes about the tourism boycott and perceive subjective norms to join in the tourism boycott more greatly, their intention to join in the tourism boycott gets higher, too. However, no statistically significant result has been found between tourism consumers’ personal norms to join in the tourism boycott, intention to join in the tourism boycott, attitudes to the tourism boycott, perceived behavior control, and intention to join in the online boycott. In conclusion, theoretical and practical implications were presented based on the results of the study.