EXPLORING THE IMPACT OF THE PANDEMIC RISK PERCEPTION ON THE JAPANESE TOURISM INVESTMENT IN TAIWAN DURING THE COVID-19 PERIOD

Abstract

The purpose of the article aimed to explore the impact of the pandemic risk perception on Japanese tourism investment in Taiwan during the COVID-19 period based on the push-pull-mooring model. The methodology adopted by the article was the qualitative research and the main research method employed was the documents analysis. The findings revealed that the push factors and pull factors had positive effects on the willingness of the Japanese tourism investment in Taiwan,while the mooring factor,the pandemic risk perception, had negative effects.The more important management implications were the moderating effects resulting from the mooring factor, the pandemic risk perception which led to the conclusion that the switching intention to invest in Taiwan was even reversed finally.