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.

KEYWORDS:

• Implementation of protective measures
• pandemic
• personal norm
• protective behavior
• wellbeing tourism
• perceived risk

Disclosure statement

No potential conflict of interest was reported by the author(s).