Heesup Han, E. Untaru, Aleksandar Radic, I. Jung, Wei Quan, Linda Heejung Lho, Hyerin Lee
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Consumer protective behaviors at wellbeing tourism destinations: the function of norm activation model and reasoned action theory
ABSTRACT This research discusses the COVID-19 protective behaviour of Chinese nationals by examining the formation of protective behaviors of Chinese outbound travelers in Thailand as a wellbeing tourism destination. The study successfully explores intention generation for protective behaviors at wellbeing tourism destinations, while investigating perceived risk as a control variable. The developed conceptual model was supported by the norm activation model and reasoned action theory, and protection motivation variables. Performing confirmatory analysis, structural analysis, and fuzzy-set qualitative comparative analysis, this research successfully demonstrated how travellers’ protective behaviours are formed and are influenced by the perceived risk of wellbeing tourism.
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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