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Role of Non-Pharmaceutical Interventions for COVID-19 in Cruise Tourists’ Decision-Making Process: An Extended Model of Goal-Directed Behavior

Wenjie Xu (), Hyo-Jin Youn () and Choong-Ki Lee ()
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Wenjie Xu: College of Hotel & Tourism Management, Kyung Hee University, Seoul 02447, Korea
Hyo-Jin Youn: College of Hotel & Tourism Management, Kyung Hee University, Seoul 02447, Korea
Choong-Ki Lee: College of Hotel & Tourism Management, Kyung Hee University, Seoul 02447, Korea

Sustainability, 2021, vol. 13, issue 10, 1-15

Abstract: This study developed an extended model of goal-direct behavior (EMGB) to investigate the role of non-pharmaceutical interventions (NPIs) in predicting latent cruise travelers’ decision-making process in the COVID-19 pandemic context to foster the growth of a sustainable cruise business. An online survey was conducted for Korean respondents with experience of being on a cruise, and a total of 288 valid data were collected. The proposed model was examined using SmartPLS 3.0. Results show that in general, antecedents of MGB affected the desire, which in turn influenced cruise travelers’ behavioral intentions. Desire was also found to affect NPIs, which influenced behavioral intentions. Results reveal that the perception of COVID-19 affected NPIs and behavioral intention during COVID-19. Findings provide academia with theoretical implications and cruise managers with practical implications.

Keywords: COVID-19; model of goal-directed behavior; non-pharmaceutical interventions; cruise tour; sustainable development; decision-making process (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
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