Determinants of attitude in the theory of planned behavior in Korean tourists’ perceptions of drug tourism

This study investigates the determinants of attitudes toward drug tourism, using the theory of planned behavior as its theoretical underpinning. Psychological risk and physical riskwere used as key influencing factors. A online survey was used with 250 Korean and the data was analyzed using structural equation modeling to test the research hypotheses. The results reveal that physical risk significantly affects attitude. Also, attitude, subjective norm, and perceived behavioral control significantly impact intention to visit. This research sheds light on the literature by providing insights into Korean tourists’ behavior toward drug tourism. Practical implication are also discussed.