The effects of health beliefs upon nature-based tourism during COVID-19: Cases from the United States and South Korea

Abstract This study examines the effects of health beliefs upon nature-based tourism (NBT) during COVID-19 by reporting the findings of a questionnaire that was administered to 278 Americans and 300 South Koreans. The perceived benefits changed the attitude and behavioral intentions toward NBT against COVID-19 in both countries. Intrapersonal barriers had a negative impact on participants’ attitude in both countries, whereas structural barriers acting on behavioral intentions were only observed in the United States. Moreover, attitude significantly impacted behavioral intentions in both countries. Structural invariance tests using chi-square differences partially confirmed the moderating effects of nationality on certain paths. This study provides theoretical insights through the extended health belief model and theory of planned behavior. In addition, it offers practical insights by suggesting effective marketing tools for NBT in different cultures.