Exploring The Impact of Perceived Travel Risk Antecedents on Travel Intentions during The Endemic Phase of COVID-19: An Integrative Approach of Protective Motivation Theory (PMT) and Theory of Planned Behaviour (TPB)

Abstract

This study investigates the impact of destination COVID status, health care services, digital distribution channels, as well as hygiene and safety on tourists' perceived travel risk, travel attitude, in addition to future travel intentions during the endemic stage of COVID-19. Furthermore, it explores whether individual differences moderate the relationship of tourists' perceptions with their travel intentions. The research design utilizes quantitative methods, specifically partial least squares structural equation modeling (PLS-SEM); moreover, data is collected through an online survey of 368 tourists. The findings reveal that the mentioned factors significantly influence tourists' perceived travel risk, travel attitude, and future travel intentions. The study further highlights the moderating effects of individual differences characteristics on this relationship. The practical implications of the study emphasize the need for effective strategies to promote safe and responsible travel, considering individual differences. By employing a multi-method approach integrating the Protection Motivation Theory (PMT) and an extended model of the Theory of Planned Behavior (TPB), this research contributes to the existing literature on travel perceptions during the endemic phase of COVID-19.