Impact of the perceived risk from Covid-19 on intention to travel

ABSTRACT

The objective of this study is to analyse the impact of perceived risk on intention to travel in the Covid-19 pandemic situation. Applying the Theory of Planned Behaviour, the study addresses the modulating effects of risk on the antecedents of intention; additionally, the resulting model includes the impact of this intention on the willingness to pay (WTP) more to benefit from additional safety measures at the destination. Furthermore, this paper addresses respondents belonging to an at-risk group for Covid-19 as a source of heterogeneity that may exert an effect on the results of the model. The model is tested using PLS-SEM, and the empirical results can contribute to the development of safety measures in tourism services and the design of effective actions to restore tourism.

KEYWORDS:

• Theory of planned behaviour
• perceived risk
• willingness to pay
• Covid-19
• intention to travel

Disclosure statement

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