UNDERSTANDING THE LINK BETWEEN FEAR OF PANDEMICS AND HOTEL VISIT INTENTION: A MULTIPLE MEDIATION MODEL

Abstract

As we see in COVID-19, pandemics have vital and comprehensive economic and psychosocial consequences around the world. To see the psychological effects of fear of pandemics on the tourism sector, this study aims to measure the relationship between fear of COVID-19 (FCV) and hotel visit intention. We use a multiple mediation model to deepen our understanding and focus on the mediation role of tourism-based risks (destination risk, health risk, and travel risk) and purchase-based risk perception in a pandemic situation. This study explores qualitative information gathered from travelers using structured questionnaire. The results indicate that although FCV increases tourism-based risks and purchase-based risk perception, it decreases hotel visit intention. The authors propose a model account for the managers of hotels and summarize the practical and strategic tips. The impact of fear of COVID-19 on hotel service purchase intention via risk perception and travel risk types is absent from the literature. The authors propose a model account for the managers of hotels and summarize the practical and strategic tips.