The effect of coronavirus disease-19 (COVID-19) risk perception on behavioural intention towards ‘untact’ tourism in South Korea during the first wave of the pandemic (March 2020)

Abstract

This study highlights 'untact' tourism as a health-protective behaviour stemming from individuals' perceptions of COVID-19 risk. Based on the frameworks of the Health Belief Model and the extended Theory of Planned Behaviour, this study examines the effect of COVID-19 risk perception on behavioural intention towards untact tourism. The online survey was administered to South Korean citizens in March and April 2020. A total of 877 questionnaires were used for data analysis. The results indicate that affective risk perception is a significant antecedent of attitude, while cognitive risk perception was found to positively influence subjective norms. Despite the significant influence of both cognitive and affective risk perceptions on behavioural intention, affective risk perception exerts a negative influence on behavioural intention, which is in opposition to the original hypothesis. Attitude was found to be a significant mediator between affective risk perception and behavioural intention whereas subjective norms mediated the relationship between cognitive perception and behavioural intention. Gender and marital status partially moderated the hypothesized relationships among the constructs. This study provides timely and insightful implications for tourism practitioners who will be expected to prepare the post-corona field for a new normal after the experience of restricted living during an unprecedented pandemic.

Effects of socio-demographics, sense of control, and uncertainty avoidability on post-COVID-19 vacation intention

“…In addition, this study's results are in line with those of other studies (e.g. Bae & Chang, 2020), which built on established theoretical frameworks (e.g. Ajzen, 1991) to investigate the impact of COVID-19 risk perception on tourists' behavioural intentions.…”

Persepsi Risiko Covid-19 terhadap Intensi Berwisata di Jabodetabek

“…Pengaruh persepsi risiko penyakit virus korona-19 (Covid-19) pada niat perilaku terhadap pariwisata 'untact' di Korea Selatan selama gelombang pertama pandemi di bulan Maret tahun 2020. Bae & Chang (2020)…”

Monitoring the impacts of tourism-based social media, risk perception and fear on tourist’s attitude and revisiting behaviour in the wake of COVID-19 pandemic

“…Based on World Health Organization (WHO) advices, many countries restricted peoples' movement, closure of tourism-attractions, and suspension of business activities/public events during COVID-19 pandemic (UNWTO, 2020). Pandemic or health-related issues for instance, fear of and perceived risk has put destinations/cities on lockdown in various countries (Bae & Chang, 2020;UNWTO, 2020). Health-related risks/crisis may have direct and (negative) impacts on tourism, since travel can play a crucial role in spread of pandemics between destinations (Sánchez-Cañizares et al, 2020).…”

“…UNWTO, 2020). Bae and Chang (2020) and Bhati et al (2020) highlighted different psychological and perceived-health risks like tourists' perceived risk and fear as key factors in affecting travel behaviour or future travel intentions, and either Theory of Planned Behaviour (TBP) or Protection Motivation Theory (PMT) as ideal framework/s to study it. As the perception of pandemic-related risk may differ amongst diverse tourists, it is regarded a crucial aspect in decisionmaking process while selecting destinations (Bhati et al, 2020;Sánchez-Cañizares et al, 2020).…”