Search results

1 – 2 of 2
Open Access
Article
Publication date: 30 December 2021

Mohd Hafiz Hanafiah, Nur Adilah Md Zain, Muaz Azinuddin and Nur Shahirah Mior Shariffuddin

This study investigates the effect of COVID-19 pandemic perceived health risk on traveller's post-pandemic perception and future travel intention. The study aims to provide…

5710

Abstract

Purpose

This study investigates the effect of COVID-19 pandemic perceived health risk on traveller's post-pandemic perception and future travel intention. The study aims to provide insight into the unprecedented COVID-19 pandemic and its potential influence on tourist behaviour.

Design/methodology/approach

Two hundred and forty-four responses were gathered quantitatively through an online survey. The research hypotheses were analysed using the partial least square structural equation modelling (PLS-SEM).

Findings

This study found that COVID-19 affects tourists' travel behaviour. Key findings found that perceived health risk discourages travel attitudes and eventually lessens their future travel intentions. Results also suggest future strategies/directions for restarting the tourism industry.

Practical implications

The study outcome assists tourism stakeholders in understanding the changes in tourist behaviour amid the heightened perceived health risk of COVID-19. Tourism policymakers and industry players should consider exploring how to mitigate similar health crises in the future.

Originality/value

By extending the theory of planned behaviour (TPB), this study establishes a theoretical framework in exploring the interrelationships between perceived risk, post-pandemic perception and future travel intention. This study sets a significant research agenda for future tourism research in understanding the mechanism behind health risk perceptions and tourist behaviour.

Details

Journal of Tourism Futures, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2055-5911

Keywords

Article
Publication date: 27 July 2023

Muhammad Aliff Asyraff, Mohd Hafiz Hanafiah, Nur Adilah Md Zain and Dina Hariani

This study utilised Mehrabian and Russel's stimulus-organism-response (SOR) model to investigate the inter-relationship between perceived social media information qualities (IQ…

Abstract

Purpose

This study utilised Mehrabian and Russel's stimulus-organism-response (SOR) model to investigate the inter-relationship between perceived social media information qualities (IQ) of online UGC, destination image, perceived travel risk and behavioural intentions.

Design/methodology/approach

A total of 255 responses from international tourists were collected. The data collection via an online survey was performed from October 2020 to February 2021. The study model and hypotheses were examined using partial least squares-structural equation modelling (PLS-SEM).

Findings

The result indicated that social media intrinsic, representational, and social IQ significantly influenced tourists perceived cognitive image, while only contextual and social IQ significantly predicted the perceived affective image. This study also confirms the significant effect of cognitive image on the affective image. In addition, the authors found that both destination image components, cognitive and affective, significantly affect tourists' behavioural intentions. However, surprisingly, tourists' perceived travel risk did not moderate the effect of destination image components on behavioural intentions.

Research limitations/implications

This study contributes to the body of knowledge by extending Mehrabian and Russel's SOR model in the tourism behaviour context.

Practical implications

From a practical perspective, this study proves that UGC significantly affects destination image and plays an integral part in luring tourists to visit a destination.

Originality/value

Previous research in this area is limited, making this study particularly novel. This study represents one of the initial attempts to evaluate the dimensions of information quality in UGC on social media and online review platforms, particularly within the field of tourism. Treating online travel UGC seriously could assist organisations in leveraging tourist behaviour and enhancing destination image.

Details

Journal of Hospitality and Tourism Insights, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2514-9792

Keywords

1 – 2 of 2