Recovering from the COVID-19 shock: the role of risk perception and perceived effectiveness of protective measures on travel intention during the pandemic

Abstract

The COVID-19 pandemic has caused severe damage to the global tourism industry. However, there is hope that the industry will recover in the near future. This study investigates how the pandemic has affected the peoples’ traveling intention and provide implications for accelerating the recovery of the industry. A PLS-SEM analysis of 382 samples confirms the significant effect of COVID-19 risk perception on travel intention while also highlighting the mediating role of perceived effectiveness of COVID-19 protective measures. The study also concludes that there is a significant difference in the perceived protective measure effectiveness-travel intention relation based on accommodation preference.