Perceived Risk of Chinese Outbound Tourists in the Risky World

ABSTRACT

The unprecedented COVID-19 pandemic and Ukraine-Russian conflict have posed a huge threat to international tourists. Adopting protection motivation theory, this study investigated how mainland Chinese outbound tourists perceived three significant travel risks, namely, natural disasters, infectious diseases, and social instability. Confronted with travel risks, Chinese outbound tourists are very likely to change their travel plans. Notably, infectious diseases and social instability are the main concerns. A comparison of workers and non-workers, students perceived a higher magnitude of threat and response efficacy. Assistance from the Chinese government can significantly enhance tourists’ confidence to travel abroad. Implications are provided accordingly.

动荡环境下中国出境游客的风险感知摘要

前所未有的新型冠状病毒肺炎大流行和俄乌冲突给国际游客带来了巨大的威胁和冲击。基于保护动机理论，本研究调查了中国内地出境游客对自然灾害、传染性疾病和社会不稳定三类旅游风险的感知。研究结果表明，面对旅游风险，中国出境游客极有可能会改变他们的出境旅行计划。其中，传染性疾病和社会不稳定是中国游客的主要担忧。相较于工作者、自由职业者和退休人士，学生群体感知到的旅游风险威胁程度和反应效能更高。与此同时，中国政府提供的援助支持和保障可以显著增强内地游客出境旅游的信心。依据调查结果，本文一并列出了相关建议。

KEYWORDS:

• Perception
• risk
• Chinese
• outbound
• tourism

关键词:

• 感知
• 风险
• 中国游客
• 出境
• 旅游

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Huiyue Ye

Huiyue Ye is a Ph.D. student in Asia-Pacific Academy of Economics and Management, Department of Integrated Resort and Tourism Management, Faculty of Business Administration at University of Macau, Macao SAR, China. Her research interest is hospitality and tourism technology management (E-mail: [email protected]).

Sirong Chen

Sirong Chen is a Ph.D. student in Asia-Pacific Academy of Economics and Management, Department of Integrated Resort and Tourism Management, Faculty of Business Administration at University of Macau, Macao SAR, China. Her research interests include technology management and applications, and consumer behavior (E-mail: [email protected]).

Rob Law

Rob Law is University of Macau Development Foundation Chair Professor of Smart Tourism, Asia-Pacific Academy of Economics and Management, Department of Integrated Resort and Tourism Management, Faculty of Business Administration at University of Macau, Macao SAR, China. His research interests are information management and technology applications (E-mail: [email protected]).

Mu Zhang

Mu Zhang is Professor and Associate Dean in Shenzhen Tourism College at Jinan University, Guangdong Province, China. He engages in research on geography, geographical information system, and teaching of tourism management, etc (E-mail: [email protected]).