Impacts of perception and perceived constraint on the travel decision-making process during the Hong Kong protests

ABSTRACT

This study explores the relationships of perception toward protests and perceived constraints with the theory of planned behaviour constructs in the context of the ongoing Hong Kong protests. The study samples are overseas Korean travellers who plan to visit Hong Kong. Results reveal that perception positively influences attitude and subjective norm. Perceived constraints have significant effects on attitude and behavioural intention not to travel to Hong Kong during the protests. Attitude positively influences behavioural intention, whereas subjective norm and perceived behavioural control show insignificant relationships. The mediating effects of perception and perceived constraints on behavioural intention are also confirmed. The findings reveal that perception and perceived constraints associated with Hong Kong protest will dominate the decision-making process of the travellers, after introspecting their safety and security.

KEYWORDS:

• Protest
• Hong Kong
• perception
• constraints
• theory of planned behaviour
• Korea

Disclosure statement

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