Applying knowledge, social concern and perceived risk in planned behavior theory for tourism in the Covid-19 pandemic

Rahmafitria, Fitri, Suryadi, Karim, Oktadiana, Hera, Putro, Heru Purboyo H., and Rosyidie, Arief (2021) Applying knowledge, social concern and perceived risk in planned behavior theory for tourism in the Covid-19 pandemic. Tourism Review, 76 (4). pp. 809-828.

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Purpose – The paper aims to examine the effect of physical distancing control on the intention to travel during the pandemic and to assess the influence of knowledge, social concern and perceived risk on the theory of planned behavior (TPB).

Design/methodology/approach – A total of 1,068 Indonesian respondents through a purposive sampling approach, filled out online questionnaires during the pandemic. The collected data were analyzed using partial least squares-structural equation modeling.

Findings – The results indicated that subjective norm as the external factor of the TPB has a stronger effect than the internal factors; attitude and behavioral control. It appears that in a collectivist society, prohibition enforced by family and friends, as well as the government’s sanctions have a stronger influence on one’s decision to travel. The findings also suggested that knowledge, perceived risks and social concern effect tourists’ behavior. Uncertainty and inadequate knowledge will decrease the level of perceived risk, which leads to lower control in practicing physical distancing and increasing intention to travel during the pandemic.

Research limitations/implications – The research has limitations in its use of a convenient sampling method. This method may not represent the whole population, causing the results to be difficult for generalization. There is also the need for extending the TPB model with different variables in the context of tourism and pandemic. This study enriches the existing tourism literature by applying TPB to examine tourists’ behavior during the Covid-19 pandemic, focusing on knowledge, social concern and perceived risk theory.

Practical implications – This paper offers useful insights for tourism planners in the government and private destination management levels. It is crucial for a destination management organization to understand the relationship between knowledge, perception and social concern with tourists’ behavior while traveling during pandemics. The understanding of tourist’s behavior when traveling during the pandemic will assist in developing and creating activities and designing health protocols at tourist attractions.

Originality/value – This study extended the TPB to analyze tourists behavior during the pandemic by applying knowledge, social concern and perceived risk elements.

Item ID: 68774
Item Type: Article (Research - C1)
ISSN: 1759-8451
Keywords: Physical distancing, Tourism in pandemic, Covid-19 pandemic, Theory of planned behavior, Perceived risk, Social concern
Copyright Information: © Emerald Publishing Limited
Date Deposited: 25 Jul 2021 23:45
FoR Codes: 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3508 Tourism > 350806 Tourist behaviour and visitor experience @ 100%
SEO Codes: 11 COMMERCIAL SERVICES AND TOURISM > 1104 Tourism services > 110402 Socio-cultural issues in tourism @ 100%
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