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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)

Article

Last updated: 28 Dec 2024

Subjects

-

Tags

Management
Marketing

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.

DOI

10.21608/ajccr.2024.221999.1067

Keywords

Endemic COVID-19, Perceived Travel Risk, Travel Attitude, Future Travel Intentions, Antecedents of Travel, Individual Differences

Authors

First Name

Eman

Last Name

Ismail

MiddleName

-

Affiliation

School of Business, University of Hertfordshire, Administrative Capital, Cairo, Egypt

Email

e.ismail@gaf.edu.eg

City

-

Orcid

-

Volume

4

Article Issue

1

Related Issue

46963

Issue Date

2024-03-01

Receive Date

2023-07-17

Publish Date

2024-03-31

Page Start

1

Page End

44

Print ISSN

2805-248X

Online ISSN

2805-2498

Link

https://ajccr.journals.ekb.eg/article_348224.html

Detail API

https://ajccr.journals.ekb.eg/service?article_code=348224

Order

1

Type

Original Article

Type Code

2,025

Publication Type

Journal

Publication Title

The Academic Journal of Contemporary Commercial Research

Publication Link

https://ajccr.journals.ekb.eg/

MainTitle

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)

Details

Type

Article

Created At

28 Dec 2024