Examining behavioural intentions to visit travel bubble destinations during the COVID-19 pandemic

V. G. Girish, Min-Hwan Ko, Choong-Ki Lee, Courtney Suess and Yae-Na Park

Current Issues in Tourism, 2023, vol. 26, issue 21, 3483-3498

Abstract: The behavioural intentions of individuals visiting travel bubble destinations are examined, integrating the protection motivation theory (PMT) and the theory of planned behavior (TPB). A sample of 323 was used to test the relationships among PMT and TPB. Results show that coping appraisal, as determined by response efficacy, self-efficacy, and quarantine measures, positively influenced protection motivation. Threat appraisal – including the severity of and vulnerability to COVID-19 - did not influence protection motivation. Further, the results reveal that protection motivation negatively influences both attitude and behavioural intentions. Attitude, subjective norms, and perceived behavioural control positively influence behavioural intentions. The relationship between subjective norms and attitude was also found to be positive and significant. Findings specifically reveal that severity and vulnerability, the threat appraisal factors of protection motivation also play a crucial role in the decision-making process of the tourists during the pandemic.

Date: 2023
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DOI: 10.1080/13683500.2022.2127349

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