Concerns or Desires Post-Pandemic: An Extended MGB Model for Understanding South Korean Residents’ Perceptions and Intentions to Travel to China

In this study, we examined South Korean residents’ travel-related behavioural intention for mainland China post-COVID-19 using an extended model of goal-directed behaviour. To do so, we integrated South Korean residents’ perceptions of country image (PCI), mass media, and concerns about travel into the framework of the original model of goal-directed behaviour (MGB). Structural equation modelling was used to identify the structural relationships among the latent variables. The results show that mass media had a positive influence on South Korean residents’ perception of China’s image, a negative influence on residents’ concerns, and a positive influence on residents’ behavioural intentions for travel overseas. Meanwhile, PCI had a positive influence on residents’ attitude towards travel overseas. The theoretical and practical implications of the study are discussed.