Tourists' Behaviour Post-COVID-19 Pandemic: Do Education, Perceived Knowledge and Perceived Risk Matter?

Abstract

This study combines perceived knowledge, perceived psychologic risk with Theory of Planned Behaviour (TPB) to examine the influence on tourists' intention to choose a safe destination and willingness to pay (WTP) more for safety measures. An online survey was conducted in 2021 to approach tourists globally. After 10 weeks, we received 365 valid responses. SmartPLS software version 3.3 was applied to run structural equation modelling to test the proposed hypotheses. Research results reveal that intention to choose a safe destination mediates the relationship between perceived knowledge of COVID-19, perceived psychological risk and the WTP more for safety measures while moderating role of educational level is also addressed. In turn, perceived psychological risk mediates the relationship between perceived knowledge of COVID-19 and intention to choose a safe destination. As a result, this study implies that destination managers should take actions to promote their WTP more for safety measures.

Citation

Yen, D.H., Xuan Dao, T.T., Pham, H.T., Tin Ong, J.L. and Nguyen, P.M. (2024), "Tourists' Behaviour Post-COVID-19 Pandemic: Do Education, Perceived Knowledge and Perceived Risk Matter?", Hunjra, A.I. and Sharma, A. (Ed.) The Emerald Handbook of Tourism Economics and Sustainable Development (Building the Future of Tourism), Emerald Publishing Limited, Leeds, pp. 169-187. https://doi.org/10.1108/978-1-83753-708-220241009