COVID-19 risk perception and tourist satisfaction: A mixed-method study of the roles of destination image and self-protection behavior

Frontiers in Psychology

Psychology

Lu-ting Wang¹  Si-yi Liu¹  Yu-xin Wang¹  Ling-en Wang²  Bin Zhou³ 

[1] Department of Tourism, Ningbo University, Ningbo, China;Institute of Geographic Sciences and Natural Resources Research, Chinese Academy of Sciences, Beijing, China;Marine Economics Research Center, Donghai Academy, Ningbo University, Ningbo, China;Department of Tourism, Ningbo University, Ningbo, China;

关键词: COVID-19;    risk perception;    destination image;    self-protection behavior;    tourist satisfaction;    China;    mixed-method;   

DOI  :  10.3389/fpsyg.2022.1001231

 received in 2022-07-23, accepted in 2022-08-15,  发布年份 2022

来源: Frontiers

【 摘 要 】

This study aimed to examine the effects of COVID-19 risk perception on negative destination image and self-protection behavior, and the resultant effects on tourist satisfaction. Hence, this study applied a continuous interpretive mixed-method design combining quantitative and qualitative analyses. A quantitative survey (n = 486) in the cities of Ningbo, Huangshan, and Chengdu, China, and 19 qualitative interviews were conducted online. The results of the quantitative study show that: (1) Risk perception and negative destination image are antecedent variables influencing tourist satisfaction, and (2) there are significant positive correlations between risk perception and negative destination image, risk perception and tourist self-protection behavior, and negative destination image and tourist self-protection behavior. Moreover, (3) negative destination image had a partial mediating effect between risk perception and satisfaction. Furthermore, to supplement the research data and expand the quantitative findings, this study further examined whether the above variables are related to tourist satisfaction, through in-depth interviews with tourists. The findings showed that COVID-19 risk perception, negative destination image, and self-protection behavior all affect tourist satisfaction. The findings provide valuable crisis management suggestions for the government and should contribute to the efforts of tourist destinations to build a healthy and safe image, thereby contributing to the sustainable development of tourism industries in the post-epidemic era.

【 授权许可】

Unknown   
Copyright © 2022 Zhou, Liu, Wang, Wang and Wang.