Reopening after the pandemic: leveraging the destination image to offset the negative effects of perceived risk

The Covid-19 pandemic outbreak is dramatically affecting travelers’ behavioral intentions. The higher level of risk perceived has reduced people’s intention to travel, especially among those lacking self-confidence. The present study investigates how travelers’ personality traits (i.e., information acquisition and personal outcome decision-making) impact destination image and perceived risk to get infected by the Covid-19 virus may influence travelers’ attitude and travel intention. An online survey was administered among social networks. A structural equation model was developed on a dataset of 344 questionnaires filled by Italian travelers. The findings of the study confirm that, on one hand, the high sense of travelers’ perceived risk, enhanced by personal outcome decision-making, is dramatically reducing their travel intentions by reducing travelers’ attitude toward travel during the Covid-19 pandemic. On the other hand, the destination image, enhanced by information acquisition, offsets the negative effect of risk. This study provides insights to tourism operators and policymakers who are trying to cope with an unstable and raveled sector, badly hit by the pandemic. In this stage of the pandemic, operators should improve the image of their service quality to reassure travelers of the possibility of contracting the virus at restaurants and accommodations. Policymakers should support policies to encourage domestic tourism.

Which type of tourism short video content inspires potential tourists to travel

While user-generated short videos have become very common in tourism marketing, how they affect potential tourists' decisions has not been discussed academically. Based on the customer inspiration theory, this study explored the effects of different tourism short video contents on potential tourists' travel intentions, as well as the mediating effect of customer inspiration and the moderating effect of consumption orientation through three experiments. The following conclusions were drawn. (1) Tourism short videos significantly increased potential tourists' customer inspiration and travel intention; (2) The customer inspirations ("inspired-by" and "inspired-to") chain-mediated the relationship between tourism short videos and potential tourists' travel intentions; (3) Consumption orientation positively moderated the chained mediation effect above, and the chained mediation effect of tourism short videos on the travel intentions of tourists with hedonistic motivations through inspire-by and inspire-to is stronger than that of tourists with utilitarian motivations. The above findings could help expand the perspective of tourism short video research and provide suggestions for tourism business managers to apply short video content to marketing.

Effects of social media tourism information quality on destination travel intention: Mediation effect of self-congruity and trust

The asymmetry of tourism information makes social media an important information source. Previous research has been conducted on the influence of tourist-generated content on tourism consumption behavior, but few studies have concentrated on the mechanism of tourism information quality on consumers' travel intention in the social media environment. Adopting the Elaboration Likelihood Model, this paper aims to investigate how the information quality of social media affects consumers' travel intention rationally and emotionally and the moderation effect of tourists' prior knowledge. The empirical results indicate that the quality of social media information positively affects travel intention and self-congruity and trust mediates the relationship between the quality of social media information and travel intention. Moreover, this study identified that tourists' prior knowledge negatively modifies the relationship between information quality and self-congruity in line with the proposed hypotheses. The research explores the influence mechanism of tourist-generated content quality on consumers' travel intention, which benefits destination management and content marketing.

Research on the Influence Mechanism of Intention to Proximity Travel under the COVID-19

The outbreak of COVID-19 has brought increasing attention to proximity travel. This mode of travel is a convenient travel setup for both tourists and neighboring destinations. With the help of the model of goal-directed behavior (MGB), this study investigates the influence of tourists' perception of epidemic risk on their intentions for proximity travel during the normalization of epidemic prevention and control. This study takes Shenzhen, China as the research area, and carried out the investigation in the context of normalization of the epidemic in China. A total of 489 pieces of valid sample data were collected through questionnaire surveys. Statistical analysis software, such as SPSS26.0 and AMOS23.0, were used to analyze the collected data information quantitatively, including descriptive statistical analysis, reliability and validity test, CFA and SEM. The results showed that attitude, subjective norms, positive anticipated emotions, and perceptual behavior control have significant positive effects on travel desire. Travel desire has a significant positive impact on travel intention, whereas negative anticipated emotions have no significant effect on travel desire. Meanwhile, the epidemic risk perception has a significant positive effect on attitudinal travel desire and travel intention. Under the background of the COVID-19, the stronger that the epidemic risk is perceived by tourists, the more the desire and intention to proximity travel are enhanced.

Travel for survive! Identifying the antecedents of vaccine tourists' travel intention: Using a stimulus-organism-response model

The COVID-19 global pandemic and the uneven distribution of vaccines have resulted in alternative medical tourism, vaccine tourism. The purpose of this study is to identify the antecedents of vaccine tourists' travel intention. The Stimulus-organism-response model was used as a framework to understand the relationship between risk perception (stimulus), pandemic prevention attitude (organism), decision making (organism), and travel intention (response) in vaccine tourism. An online questionnaire survey method was adopted to address the purpose of the research. Purposive and snowball sampling were used to select eligible respondents who were over 18 years old and had experience in vaccine tourism. A total of 520 online questionnaires were collected, and description analysis, confirmatory factor analysis, and structural equation modeling were utilized to analyze the collected data. The findings indicated that pandemic prevention attitude is a full mediator between risk perception and travel intention. There is a significant causal relationship between risk perception and pandemic prevention attitude and between pandemic prevention attitude and travel intention. Furthermore, tourists' travel decision-making also significantly influences their travel intention. However, the relationship between tourists' risk perception and travel decision-making has no significant effect. Vaccine tourism was created based on the COVID-19 context. Therefore, in order to avoid vaccine travel becoming an infection control breach, pandemic prevention planning and the medical quality of the destination, and the prevention policies between the countries should be completely assessed and conducted.

How Duty-Free Policy Influences Travel Intention: Mediating Role of Perceived Value and Moderating Roles of COVID-19 Severity and Counterfactual Thinking

Counterfactual thinking is presumed to play a preparatory function in promoting people's behavioural intentions. This study specifically addresses the impacts of COVID-19 severity, tourists' counterfactual thinking about the pandemic, and tourists' perceived duty-free consumption value on the effect of a duty-free policy on travel intentions. Four hundred and ten participants took part in this study, which involved a 2 (duty-free policy: absent vs. present) × 2 (COVID-19 severity: high vs. low) design. Results reveal the following patterns: (a) compared to the absence of a duty-free policy in tourist destinations, enactment of a duty-free policy leads to stronger visit intentions through greater perceived value and (b) the effect of a duty-free policy on travel intention is moderated by tourists' counterfactual thinking and COVID-19 severity.

The Impact of Perceptions of Positive COVID-19 Information on Travel Motivation and Intention: Evidence From Chinese University Students

The COVID-19 pandemic has influenced the tourism industry in various ways, including tourists' travel motivations and intentions. Unlike previous studies that have focused on the dark side of the pandemic, this study adds the dimension of perceptions of positive information on COVID-19 to the Theory of Planned Behavior to explore their influence on travel motivation and intention. A total of 470 valid questionnaires were collected from a sample of Chinese university students. The results showed that the students' perceptions of positive COVID-19 information positively impacted their travel intentions through the variables of perceived behavioral control, travel attitudes, and travel motivations. Perceived behavioral control was the mediating variable that most explained the impact of perceptions of positive COVID-19 information on travel motivation and intention. This study contributes to the understanding of the influence of the COVID-19 pandemic on tourism and of university students' travel motivations and intentions. It also offers implications for the tourism industry to formulate relevant recovery strategies during and after the pandemic.

What influences tourist behaviors during and after the COVID-19 pandemic? Focusing on theories of risk, coping, and resilience

The threat of the COVID-19 pandemic poses risks and stress to travelers over the long term, impeding tourism demand recovery. This study aims to explore the behavioral consequences of potential tourists' personal perceptions of travel risks in pandemic threats. This study integrates risk communication and stress coping theory to address the research objectives and identifies interventions for psychological resilience. A sample of 1,179 potential adult travelers residing in Korea was surveyed online through quota sampling by age, gender, and region of residence, utilizing structural equation modeling to validate the proposed research model. The results showed that the two types of risk perception (personal- and societal-level) had different effects on problem-focused and emotion-focused coping strategies. It was also found that coping strategies, through psychological resilience, can change travel intentions during and after a pandemic. In particular, in terms of short-term stress relief, individuals using emotion-focused coping strategies during the COVID-19 pandemic have been shown to express a willingness to respond to negative emotions more quickly. Insightful implications for the recovery of tourism demand in response to the COVID-19 pandemic and strategies for managing crises in the tourism industry are provided.

Attribution Model of Travel Intention to Internet Celebrity Spots: A Systematic Exploration Based on Psychological Perspective

Previous studies have shown that the empathy process is the main driving factor that triggers tourists’ intention to visit Internet celebrity spots. However, the academic community has not yet formed a unified understanding of the concrete mechanism. Based on this, this study combines the connotations of meme theory and empathy theory and applies Structural Equation Modeling (SEM) to empirically analyze 340 valid samples of Internet celebrity spots visitors to explore the influence mechanism of attributional factors on travel intention. The result shows that mechanism of travel intention can be presented as a psychological model in which travel attribution of tourists to visit Internet celebrity spots is the independent variable, the travel intention is the dependent variable, and the empathy process is the intermediary variable. The influence intensity of internal attribution on affective empathy is higher than that of external attribution, while the influence intensity of external attribution on cognitive empathy has a comparative advantage, and there is a significant difference between them. Empathy process has a significant mediating effect on the relationship between travel attribution and travel intention of tourists to visit Internet celebrity spots, and the mediating effect of affective empathy is significantly greater than that of cognitive empathy. Overall, this study reveals the segmentation elements with strong explanatory power in the behavior of “internet celebrity spots punch in,” examines the practical effect of empathy process in the behavioral intention of traveling, and provides a theoretical reference for the transformation and upgrading of tourist destinations and marketing planning of online communication in the future.

Impacts of Covid-19 on travel intention for summer 2020: a trend in proximity tourism mediated by an attitude towards Covid-19

This exploratory study examines the impact of the Covid-19 pandemic on the travel intention of French people (n = 655) for holidays in summer 2020. Qualitative results show demographic and generation differences in the intention to go on vacation caused by a combination of personal uncertainties due to the pandemic, compulsory state measures and travel bans. Using PLS-SEM, quantitative results indicate that influence of perceived risks and attitude towards Covid-19 led tourists to seek out greater proximity when considering vacation travel. The findings may help tourism managers apply proximity marketing strategies using more local and digital services during global health crises.

The Effects of COVID-19 Risk Perception on Travel Intention: Evidence From Chinese Travelers

This study attempts to assess the relationship between risk perception, risk knowledge, and travel intentions of Chinese leisure travelers during the COVID-19 pandemic in the framework of social contagion and risk communication theories by analyzing a sample of 1,209 travelers through structural equation modeling (SEM) and path analysis. We used the process macro of Hayes to analyze the moderation effects of age, gender, and education between risk perception, media and interpersonal communication, and risk knowledge. It was found that travelers were more concerned about self-efficacy than severity. Risk perception of travelers predicts the information-seeking process of tourists. This process helps travelers to accumulate risk information that influences their travel intentions. Travelers give more importance to interpersonal (contagion) communication in making a traveling decision. Demographic factors influence traveling decision-making; women travelers were found to be more risk resilient than men. Young travelers seek information at low- and old travelers at high-risk levels. Marketing implications also provided.

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.

The Theory of Planned Behaviour in Medical Tourism: International Comparison in the Young Consumer Segment

The Theory of Planned Behaviour (TPB) assumes the possibility of predicting and explaining humans' behaviour by identifying their intentions. The intentions are shaped by three groups of factors: attitudes towards, social norms and perceived behavioural control over the behaviour. The aim of the research is to examine the applicability of the TPB in medical tourism and to check whether there are differences in predicting the intentions of medical tourists from different countries. The study covered potential medical tourists-521 young consumers from three regionally important markets in medical tourism services: Jordan, Poland and Turkey. The study used a research survey to collect data, which were analysed using the multiple regression and analysis of variance methods. The research showed that the TPB model can be used in medical tourism. The results also show that the consumers' country of origin is a significant factor when predicting their intention to use medical tourism services.