The impact of the intensity of media use on potential tourists' risk perception and travel protective behavioral intentions in COVID-19

Ruihong Sun; Xinliang Ye; Jianping Tang; Jiexi Yang; Noel Scott

doi:10.3389/fpsyg.2023.1201481

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The impact of the intensity of media use on potential tourists' risk perception and travel protective behavioral intentions in COVID-19

Journal article

Open access

Peer reviewed

The impact of the intensity of media use on potential tourists' risk perception and travel protective behavioral intentions in COVID-19

Ruihong Sun, Xinliang Ye, Jianping Tang, Jiexi Yang and Noel Scott

Frontiers in Psychology, Vol.14, pp.1-14

2023

DOI: https://doi.org/10.3389/fpsyg.2023.1201481

PMCID: PMC10495595

PMID: 37705952

Appears in COVID-19 Research

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Abstract

new media

traditional media

media use intensity

risk perception

travel protective behavior intention

COVID-19 impact

COVID-19

Due to COVID-19, potential travelers are seeking more information about their trips to manage perceived risk. This suggests a need to examine potential tourists' perceptions of epidemic risks and their protective behaviors when exposed to different media sources. This research examines the relationship between the use intensity of new or traditional media, epidemic risk perception and tourism protection behavior intention. Some 491 valid questionnaires were collected from Shanghai, China. Factor, path, and effect analysis using SPSS and AMOS showed differences in the effect of media type. New media had a significant positive correlation with epidemic risk perception and tourism protection behavior while use intensity of traditional media had a significant negative correlation with the perception of epidemic risk, and no significant impact on the intention of tourism protection behavior. Further, epidemic risk perception mediated the relationship between media use intensity and tourism protection behavior. The paper discusses these results and their impact on tourism enterprise marketing strategies and government policy in the post Covid-19 era.

Details

Title: The impact of the intensity of media use on potential tourists' risk perception and travel protective behavioral intentions in COVID-19
Authors: Ruihong Sun (Author) - Shanghai University
Xinliang Ye (Author) - Shanghai University
Jianping Tang (Author) - Shanghai University
Jiexi Yang (Author) - University of British Columbia
Noel Scott (Corresponding Author) - University of the Sunshine Coast, Queensland, Sustainability Research Cluster
Publication details: Frontiers in Psychology, Vol.14, pp.1-14
Publisher: Frontiers Research Foundation
Date published: 2023
DOI: 10.3389/fpsyg.2023.1201481
ISSN: 1664-1078
PMID: 37705952; PMC10495595
Copyright note: © 2023 Sun, Ye, Tang, Yang and Scott. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
Organisation Unit: Sustainability Research Cluster
Language: English
Record Identifier: 99746898402621
Output Type: Journal article

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Collaboration types: Domestic collaboration; International collaboration
Web Of Science research areas: Psychology, Multidisciplinary