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Purpose: In the research, posts that tourists accommodated in the hotels during COVID-19 pandemic shared on TripAdvisor website about pandemic measures taken by establishments, have been analyzed within the context of value cocreation and codestruction. In addition, the study also aims to evaluate effects of posts by tourists on scores they give to the hotel, perceiving the hotel as safe, recommending and their intention to revisits. Design/methodology/approach: In total, 1,119 reviews over TripAdvisor about 109 hotel establishments, which have safe hotel management certificate in Alanya, were examined, and they were coded in SPSS program with binary coding for positive and negative situations separately. For the analysis of associations between reviews about pandemic measures and the scores that tourists give to the hotel and their behavioral intentions, multiple linear regression analyses with dummy variables and Chi-square tests were utilized. Findings: The study revealed that perceptions of tourists about pandemic measures have a significant effect on the scores they give to hotels, and this effect is asymmetrical in positive and negative situations. Negative perceptions cause much greater impact in terms of value codestruction than positive ones within the context of hotel evaluation and value cocreation. It has been observed that behavioral intentions of the tourist are formed and differentiated according to the characteristics of reviews. Research limitations/implications: Apart from contributions to the theory and managerial implications, this study has some limitations. The biggest limitation of the research is that both value cocreation and codestruction are evaluated from the perspective of tourists. On the other hand, touristic service producers and suppliers are the one of the most important components in value cocreation and codestruction. Therefore, it is important to examine the value cocreation and codestruction initiatives of touristic service producers and suppliers in future research studies in order to offer a holistic perspective to the pandemic process. In this context, it is important to examine the pandemic measures implemented by food beverages, tour operators, travel agencies, car rentals, entertainment business and so on in future research. In addition, responsibilities of employees and customers, which are important components in the management of the pandemic process, should be evaluated in future research studies. Practical implications: In the research, it has been established that tourists perform value cocreation and codestruction through their posts. In tourism establishments, formation of attitudes and behaviors of tourists for value creation on social communicational networks is possible through detection, amelioration and/or removal of factors causing value codestruction. Therefore, it is obvious that if hotel establishments concentrate on initiations about pandemic measures and compliance to measures, value cocreation attitudes and behaviors of tourists on social communicational networks will thus improve. Value cocreation attitudes and behaviors of tourists on social communicational networks are likely to have a function as an important strategical tool for supporting competitiveness and survival of the accommodation establishments. Originality/value: The number of studies analyzing how value cocreation and codestruction occur on social communicational networks and the effects of these processes upon behavioral intentions of tourists is limited. With this aspect, this study is considered to fill this gap in tourism literature. © 2021, Emerald Publishing Limited.
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BACKGROUND: Adherence to nonpharmaceutical interventions for COVID-19, including physical distancing, masking, staying home while sick, and avoiding crowded indoor spaces, remains critical for limiting the spread of COVID-19. OBJECTIVE: The aim of this study was to test the effectiveness of using various persuasive appeals (deontological moral frame, empathy, identifiable victim, goal proximity, and reciprocity) at improving intentions to adhere to prevention behaviors. METHODS: A randomized online experiment using a representative sample of adult Canadian residents with respect to age, ethnicity, and province of residence was performed from March 3 to March 6, 2021. Participants indicated their intentions to follow public health guidelines, saw one of six flyers featuring a persuasive appeal or no appeal, and then rated their intentions a second time. Known correlates of attitudes toward public health measures were also measured. RESULTS: Intentions to adhere to public health measures increased in all appeal conditions. The message featuring an empathy appeal resulted in a greater increase in intentions than the control (no appeal) message. Moreover, the effectiveness of persuasive appeals was moderated by baseline intentions. Deontological, empathy, identifiable victim, and reciprocity appeals improved intentions more than the control message, but only for people with lower baseline intentions to adhere to nonpharmaceutical interventions. CONCLUSIONS: Public health marketing campaigns aiming to increase adherence to COVID-19 protective behaviors could achieve modest gains by employing a range of persuasive appeals. However, to maximize impact, it is important that these campaigns be targeted to the right individuals. TRIAL REGISTRATION: ClinicalTrials.gov NCT05722106; https://clinicaltrials.gov/ct2/show/NCT05722106.
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Purpose: This paper aims to examine the impact of online reviews on behavioral intentions via perceived risk. Perceived risk is both analytical and emotional. Stimulus–organism–response (S–O–R) framework guided this study to explore the interaction between online reviews, perceived risk and behavioral intentions. Design/methodology/approach: The conceptual model proposed in this research has been validated using confirmatory factor analysis (CFA) and structural equation modeling to assess the measurement model and the validity of the scale, based on primary responses collected from 473 travelers. Findings: Findings of this study suggest the role of online consumer reviews in reducing the perceived risk associated with experience dominant services like tourism. Process model test proves the mediating role of perceived risk between online reviews and behavioral intentions. Results indicate the significance of online review in lowering the perceived risk leading to positive behavioral intentions. Practical implications: Destination marketing organizations (DMOs) should understand the role of online reviews in effectively reducing risk and uncertainty, thereby influencing behavioral intentions. Originality/value: This paper is unique in attempting to empirically examine the mediating role of perceived risk between online reviews and behavioral intentions. The study is a forerunner in using S–O–R framework to test the interaction between online review, perceived risk and behavioral intention. © 2023, Neha Yadav, Sanjeev Verma and Rekha Chikhalkar.
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The purpose of this study is to verify the influence of the relationship between risk perception of COVID-19 and the war-applied Model of Goal-directed Behavior (MGB) based on stimulus-organism-response (SOR) and potential travelers' behavioral intention. In addition, this study attempted to verify the relationship among uncertainty toward international travel, mental well-being toward international travel, and desire toward travelers' behavioral intention. Moreover, we examined the moderating effect of gender (female vs. male) among all variables for dependents. The survey was conducted on potential travelers in Korea. As for the survey period, a survey was conducted for one month beginning on 2 September 2022. Of the total 413 surveys, 361 surveys were used for the final analysis, and 52 unfaithful surveys were excluded. In addition, demographic, CFA, correlation analysis, structural equation modeling, and moderation effect analysis were verified using SPSS and AMOS. For the data analysis, we used SPSS 18.0 and Amos 20.0 to perform factor analysis and SEM. Significant effects were found in support for Hypotheses 1-5. Further, when it comes to the difference of gender on the relationship between all the variables, while no significant effect was found for Hypotheses 6a,c,e,g, a significant effect was found for Hypotheses 6b,d,f. Thus, H6a,c,e were rejected and H6b,d,f were supported. It was found that females had a greater influence on mental health and desire for overseas travel than males, but it was found that there was no difference between females and males in the relationship between desire and behavioral intention. Therefore, it was possible to verify that the MGB desire is an important psychological variable for both females and males. Furthermore, these findings offer academic practical implications to travel and tourism companies by presenting basic data based on the results of empirical research analysis in the context of the current dangerous situation.
Subject(s)
COVID-19 , Intention , Male , Humans , Female , COVID-19/epidemiology , Goals , Travel/psychology , PerceptionABSTRACT
In order to focus on the degree of adaptation and resilience of residents of tourist destinations to the changes caused by the COVID-19 pandemic, and to explore how the psychological resilience of residents affects their attitudes and behavioral intentions toward destination brand development, this study constructs a structural equation model guided by positive organizational behavior and uses a questionnaire method to conduct the research. The results show that (1) residents' psychological resilience has a positive effect on brand ambassador behavioral intentions; (2) residents' psychological resilience has a positive effect on resident-tourist interaction; (3) resident-tourist interaction has a positive effect on brand ambassador behavioral intentions; (4) resident-tourist interaction plays a mediating role between psychological resilience and brand ambassador behavioral intentions; and (5) cognitive reappraisal plays a moderating role between psychological resilience and resident-tourist interaction. The findings not only fill the deficiency of positive organizational behavior in tourism research, but also provide a theoretical basis for developing residents as destination brand ambassadors in the context of the COVID-19 pandemic according to destination branding. In fact, destination managers not only need to strengthen residents' behaviors to participate in destination brand development, but also should care about the psychological state and emotional events of residents who are negatively affected by the COVID-19 pandemic.
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The research aims to investigate the emotional response and protective behaviors of domestic tourists' post-pandemic period and their holiday intentions or holiday avoidance behaviors. For this reason, understanding tourist behavior during and after significant tourism crises is critical for the recovery of the tourism industry. To achieve this aim, first, we examine the effects of perceived vulnerability and perceived severity factors in the threat appraisal of domestic tourists, the effects of the response efficacy, response cost, and self-efficacy factors in the coping appraisal, and the effects of fear and hope factors as the anticipatory emotion responses regarding protection motivation. Second, we measure the effect of protection motivation on the factors of taking a vacation and avoiding a vacation, which constitute behavioral intention. This study applies the health-related protection motivation theory to explore how domestic tourists' behavioral intentions are influenced by Coronavirus disease (COVID-19) in the post-pandemic period. The study includes citizens residing in Türkiye who have had at least one-holiday experience in the last five years. Online questionnaire surveys were administered to 1391 domestic tourists. In the research, in addition to testing the validity and reliability of the scales, simple linear regression analysis was used to test the model based on the hypotheses experimentally. The results show that factors have internal consistency reliability, convergent validity, and discriminant validity. Response cost and hope variables are ineffective in predicting the protection motivation, and all other effect sizes (f2) are positive. All hypotheses have been supported. However, the response cost (ß = -0.029, p > 0.05) has no effect on protection motivation, thus only one is rejected. As a result, domestic tourists would like to maintain the assurance of their health and safety during a holiday. An integrated model with protection motivation theory and different theories as theory of planned behavior should be implemented. As a result, this will provide a more comprehensive understanding of the complexity involved in the sustainable behavioral intentions in the post-COVID era.
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This study aimed to explain the development of tourists' pro-social intentions during heritage tourism within the pandemic context by combining the norm activation model (NAM) and two significant variables in the theory of planned behavior (TPB). The quantitative data analysis results indicated that the proposed hypotheses have been partially supported, which resonated and enriched the existing studies on COVID-19-related pro-social tourism and tourist behaviors from a theoretical angle. Based on the research outcomes, the corresponding managerial implications for heritage tourism practitioners and meaningful references for future researchers to promote sustainable and pro-social heritage tourism products have been discussed.