How Do Air Quality Issues Caused by Particulate Matter Affect Consumers’ Emotional Response to Tourism Destinations and Willingness to Visit?

Jongsik Yu, Kyeongheum Lee, Antonio Ariza-Montes, Alejandro Vega-Muñoz and Heesup Han
Additional contact information
Jongsik Yu: College of Business Division of Tourism and Hotel Management, Cheongju University, 298 Daesung-ro, Cheongwon-gu, Cheongju-si 28503, Korea
Kyeongheum Lee: College of Hospitality and Tourism Management, Sejong University, 98 Gunja-dong, Gwanjin-gu, Seoul 143747, Korea
Antonio Ariza-Montes: Social Matters Research Group, Universidad Loyola Andalucía, C/Escritor Castilla Aguayo 4, 14004 Córdoba, Spain
Alejandro Vega-Muñoz: Public Policy Observatory, Universidad Autónoma de Chile, Santiago 7500912, Chile
Heesup Han: College of Hospitality and Tourism Management, Sejong University, 98 Gunja-dong, Gwanjin-gu, Seoul 143747, Korea

IJERPH, 2021, vol. 18, issue 19, 1-13

Abstract: This study identifies the perceived risk factors of particulate matter (PM) and the effect of the perceived risk factors of PM on the relationship between tourists’ trust and aspiration regarding the tourist destination, the customer return on investment, and the willingness to visit a tourism destination. Accordingly, this study discussed the severity of PM, which plays a key role in causing air quality issues, and classified the factors for perceived risk of PM into physical, psychological, financial, functional, and time risks to verify its effect on consumers’ emotional response and willingness to visit. Data collection for empirical analysis took place in April 2021 for two weeks. A total of 285 significant data points were obtained on tourists with travel experience in the past year. The demographic characteristics were confirmed using SPSS 22.0 (IBM, New York, NY, USA) and AMOS 22.0 (IBM, New York, NY, USA), and the measurement and structural models were verified through a confirmatory factor analysis and structural equation modeling, respectively. The empirical analysis showed that the perceived risk of PM has a negative effect on trust in the tourism destination and desire for it, and the behavioral intention of customers. Furthermore, alternative attractiveness was found to play a significant moderating role. The results of this study proved the negative effect of PMs on tourism destinations and provided implications and insights to present a meaningful strategy for minimizing PMs’ perceived risk.

Keywords: perceived risk; trust; desire; customer return on investment (CROI); willingness to visit a tourism destination; alternative attractiveness (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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