The multi-method approach to analyzing motivations and perceived travel risks: impacts on domestic tourists’ adaptive behaviors and tourism destination advocacy
W. Wattanacharoensil, Jin-Soo Lee, Pipatpong Fakfare, Noppadol Manosuthi
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引用次数: 5
Abstract
ABSTRACT The study investigated factors influencing tourists’ adaptive behaviors and advocacy for domestic destinations during COVID-19 using a combination of integrated generalized structured component analysis (IGSCA) and fuzzy set qualitative comparative analysis (fsQCA). One thousand tourists from Thailand, South Korea, and China participated in the study. The results revealed that fsQCA’s multiple configurations provided valuable insights into the antecedents affecting adaptive behavior and destination advocacy, which complemented IGSCA’s symmetric results. The study affirmed the complexity of antecedents that impact outcomes and supported the notion of complexity theory in explaining tourists’ destination supporting behavior. The study provided implications for future research in this area.
期刊介绍：
The Journal of Travel & Tourism Marketing (JTTM) is a valuable platform for researchers and managers in the travel and tourism industry. It facilitates the exchange of ideas and provides updates on the latest developments in tourism. JTTM accepts submissions on various topics including marketing management practices, applied research studies, critical reviews, advancements in tourism marketing technologies, and the impact of business and government policies on travel and tourism marketing.
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