Sustainable Event Tourism: Risk Perception and Preventive Measures in On-Site Attendance

Bijun Li, Yeongbae Choe (), Sangguk Kang and Jaeseok Lee ()
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Bijun Li: Faculty of Hospitality and Tourism Management, Macau University of Science and Technology, Macao SAR, China
Yeongbae Choe: Department of Tourism Management, Gachon University, Seongnam-si 13120, Republic of Korea
Sangguk Kang: Department of Tourism Management, Gangneung-Wonju National University, Gangneung-si 25457, Republic of Korea
Jaeseok Lee: Department of Tourism Management, Gangneung-Wonju National University, Gangneung-si 25457, Republic of Korea

Sustainability, 2025, vol. 17, issue 8, 1-23

Abstract: This study extends the theory of planned behavior (TPB) to examine behavioral intentions for attending on-site e-sports events during the COVID-19 pandemic, integrating perceived risk, non-pharmaceutical interventions (NPIs), and past behavior as contextual determinants. Specifically, it aims to identify effective strategies for maintaining event attendance intention despite unpredictable external shocks, thereby contributing to the sustainability and resilience of the event tourism industry. Using structural equation modeling, survey data from 415 Chinese League of Legends fans were analyzed to explore how pandemic-specific factors reshape traditional TPB frameworks in a sustainable tourism context. The findings revealed that NPIs (β = 0.368, p < 0.001), perceived behavioral control (β = 0.225, p < 0.001), and prior event attendance (β = 0.404, p < 0.001) were significant predictors of participation intent. In contrast, attitudes and subjective norms showed no significant influence, likely due to the homogeneous enthusiasm of the sampled Generation Z cohort. Notably, heightened perceived COVID-19 risk motivated attendees to adopt NPIs (e.g., masking, sanitization), indirectly bolstering participation intentions by alleviating safety concerns. Furthermore, frequent past attendance fostered habitual engagement, reducing reliance on deliberate decision-making. These insights advance the TPB and offer actionable strategies for event managers seeking sustainable solutions for maintaining participant engagement and economic resilience amid external disruptions.

Keywords: on-site e-sports event; theory of planned behavior; perceived risk; non-pharmaceutical interventions; COVID-19; habitual behavior (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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