Travelers’ (in)Resilience to Environmental Risks Emphasized in the Media and Their Redirecting to Medical Destinations: Enhancing Sustainability

Tamara Gajić, Larisa A. Minasyan, Marko D. Petrović (), Victor A. Bakhtin, Anna V. Kaneeva and Narine L. Wiegel
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Tamara Gajić: Geographical Institute “Jovan Cvijić” SASA, 11000 Belgrade, Serbia
Larisa A. Minasyan: Faculty “Service and Tourism”, Don State Technical University, 344003 Rostov-on-Don, Russia
Marko D. Petrović: Geographical Institute “Jovan Cvijić” SASA, 11000 Belgrade, Serbia
Victor A. Bakhtin: Faculty “Service and Tourism”, Don State Technical University, 344003 Rostov-on-Don, Russia
Anna V. Kaneeva: Department “World Languages and Cultures”, Don State Technical University, 344000 Rostov-on-Don, Russia
Narine L. Wiegel: Department of Philosophy, Faculty of Clinical Psychology, Rostov State Medical University, 344022 Rostov-on-Don, Russia

Sustainability, 2023, vol. 15, issue 21, 1-23

Abstract: This research delves into the intricate dynamics of travelers’ decision-making processes, particularly their response to the media’s portrayal of environmental risks and the subsequent redirection of their travel choices toward medical destinations (MD). Employing a sophisticated research approach combining path analysis with moderation and multilinear logistic regression models, this study investigates the nuanced factors underlying travelers’ resilience to environmental risks and their propensity to opt for medical destinations. The results of the path analysis reveal a complex network of direct influences of factors from the PPM model (push, pull, and mooring) on choosing a medical destination in the sense that, before moderation, the only significant direct effect on the intention to choose medical destination (MD) was the pull factors. Through moderation, a significant effect of all three factors was achieved, while the direction of influence was changed in the case of push and pull factors. Furthermore, the multinomial logistic regression showed that the respondents prefer to go to a medical destination rather than a rural or urban one after the media emphasis on environmental risks. By integrating these analytical approaches and models, this research advances our understanding of how travelers navigate their choices amid environmental uncertainty. Furthermore, this research sheds light on the pivotal role that these traveler choices play in shaping the sustainability of medical destinations, offering essential insights for stakeholders, policymakers, and researchers navigating the evolving landscape of these destinations.

Keywords: environmental risks; tourist behavior; medical destinations; PPM model; media (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
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