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

By R. Rather. Current Issues in Tourism, 2021

232 citations recorded by the source corpus.

ABSTRACT This research aims to explore the impact of perceived risk, fear and social media on tourist’s attitude, engagement, and revisit intention in COVID-19 pandemic situation. The results of PLS-SEM indicate that fear of COVID-19 and perceived risk has a significant negative impact on attitude towards travelling. Similarly, findings show that perceived risk has a significant negative effect, and social media has a significant positive effect on customer brand engagement during COVID-19 outbreak. Results also reveal that customer engagement and attitude have positive effects on both brand co-creation and revisit intention. The insights acquired from this research offers a mechanism behind fear/perceived risk and social media-based brand engagement, attitude, co-creation and revisit intention in pandemic situation and implications for tourism-reliant destinations to build recovery-strategies/tactics in coping with the impact of pandemics to re-store tourism.

Subfields: Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/23a76bbcd708306eb2fa7465ff285b17b543dc8d