The Mechanism of Tourism Risk Perception in Severe Epidemic—The Antecedent Effect of Place Image Depicted in Anti-Epidemic Music Videos and the Moderating Effect of Visiting History

Fang Wang, Tao Xue, Ting Wang and Bihu Wu
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Fang Wang: College of Tourism, Huaqiao University, Quanzhou, Fujian 362021, China
Tao Xue: College of Tourism and Service, Nankai University, Tianjin 300350, China
Ting Wang: College of Urban and Environmental Sciences, Peking University, Beijing 100871, China
Bihu Wu: College of Urban and Environmental Sciences, Peking University, Beijing 100871, China

Sustainability, 2020, vol. 12, issue 13, 1-16

Abstract: Tourism risk perception is proven to have significant influence on tourists’ decision-making behaviors, however, the impact of the place image depicted in the cultural media of destinations on it needs to be further studied. The study explores the mechanism of potential tourists’ risk perception in severe COVID-19 epidemics with the antecedent effects of the place image depicted in anti-epidemic music videos, and the impact of risk perception on potential tourists’ place attachment and travel intention, based on the risk perception theory. This study also explores the moderating effect of the visiting history on balancing risk perception, place attachment, and travel intention. With empirical research, the study result indicates that in severe epidemics: (1). The place image depicted in anti-epidemic music videos has a significant negative effect on tourism risk perception; tourism risk perception has a significant negative effect on potential tourists’ place attachment and travel intention; (2). The tourism risk perception mediates between the place image depicted in the music videos and potential tourists’ place attachment and travel intention; (3). Visiting history modulates the influence of tourism risk perception, potential tourists’ place attachment, and travel intention. This research would be helpful if it enriches the theoretical content of risk perception, expands the theoretical foundation of tourists’ decision making, promotes the application of music videos in tourism research, and proposes empirical risk management countermeasures of tourism destination.

Keywords: novel coronavirus pneumonia epidemic; music video; place image; tourism risk perception; place attachment; travel intention; visiting history (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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