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)
By Soo Young Bae, Po-Ju Chang. 2020
649 citations recorded by the source corpus.
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.
Subfields: Applied Psychology, Sociology and Political Science
View Paper: https://www.semanticscholar.org/paper/3ae766ea47e6dbf80c16a10b446417265adf0233
How researchers see this paper
The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.
In Applied Psychology
In Sociology and Political Science
Citations in the corpus
- Impact of the perceived risk from Covid-19 on intention to travel (2020, background): “Nevertheless, in the wake of the spread of Covid-19 worldwide, new studies have begun to employ this theory to the same ends: Bae and Chang (2020) analyse behavioural intention towards ‘untact tourism’ in South Korea; Li et al. (2020) focus on post-pandemic intention to travel in China; and Wang et…”
- 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 (2021, methodology): “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…”