The average tourist’s length of stay (LOS) is in a global decline. This downward trend underscores the need to study the factors that affect this variable in order to enable more effective management and marketing. This paper moves beyond the literature by investigating the determinants of international tourists’ LOS in a Muslim destination amid political crisis. LOS was evaluated using a survival analysis approach with data from 726 international tourists in Tabriz, Iran to ascertain the significant factors influencing trip length. The results reveal that the determinant factors are as follows: socio-demographic profiles, trip characteristics, and destination attributes. In addition, political turmoil and religious regulations are pivotal factors in LOS. The empirical findings provide valuable theoretical contributions to researchers and actionable guidance to tourism managers and marketers.
Background
Despite the public acceptance of COVID-19 vaccines being necessary to achieve ample immunization rates and, in turn, put an end to the global pandemic, vaccine hesitancy and refusal are on the rise. To detect and address the concerns of those who are hesitant, it is critical to identify all potential factors behind vaccine decision-making in order to devise strategies to enhance vaccine acceptance and uptake.
Methods
We retrieved a total of 742 and 685 completed questionnaires from Iran and France, respectively; after initial cleaning and data screening, the number of usable questionnaires dropped to 714 and 664. We evaluate the distinct vaccination and lockdown restrictions in Iran and France and used multi-group analysis to evaluate structural path models of French and Iranian people, revealing a significant difference between the two groups in vaccination-related decisions. This empirical study is one of the first to employ the measurement invariance was evaluated using the measurement invariance for composite (MICOM) approach in testing partial least squares-structural equation modelling (PLS-SEM) measurement invariance and one of the first to use both Henseler’s MGA and Henseler’s permutation method to perform multi-group analysis (MGA).
Results
MGA revealed significant differences in the effects of influential factors on vaccine acceptance across France and Iran. In other words, many determining factors are likely to be context-dependent. The study revealed that reactance (due to restrictions and perceived scarcity) and financial strain significantly influenced COVID-19 vaccine acceptance and uptake among Iranians; however, among the French, confidence, and convenience were far more influential.
Conclusions
These cross-cultural differences point to the importance of conducting additional research in this area that directly compares various effects across countries. Each country’s public health authorities and policymakers could use these insights to develop more targeted strategies and, in turn, boost vaccination rates among the public.
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