考察大流行期间和大流行之后游客在土耳其的旅行意向： 减少风险行为的中介效应

Yıl 2023, Cilt: 8 Sayı: 2, 171 - 183, 15.12.2023

İlknur Zeydan , Ahmet Gürbüz

https://doi.org/10.31822/jomat.2023-8-2-171

Cited By: 2

Öz

在Covid-19大流行的前两年，风险认知对旅行意向有负面影响。疫苗接种是否改变了风险认知，以及疫苗接种对旅行意向的影响在文献中还没有得到充分评估。本研究旨在通过计划行为理论（TPB）研究Covid-19大流行病在大规模接种疫苗和正常化期间对游客旅行意向的影响。同时研究了风险认知和旅行意向之间的风险降低行为的中介作用。对土耳其的1233名游客进行了在线调查。作为结构方程模型（SEM）的结果，发现态度、主观规范和感知行为控制等变量对游客的旅行意向有积极影响。然而，没有确定Covid-19风险感知对旅行意向的显著影响。当对调解进行检验时，Covid-19风险认知对旅行意向的影响变得显著。由于我们的大多数样本人群都接种了疫苗（94.8%），游客起初并没有把Covid-19视为一种风险。当他们采取减少风险的行为时，他们开始将Covid-19视为一种风险，并意识到这种大流行病仍未结束，必须采取必要的预防措施。虽然这项研究强调了调解效应风险减少行为的重要性，但它为我们提供了关于游客在大流行期间的旅行意向变化的新思路。

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Examining tourists' travel intentions in Türkiye during pandemic and post-pandemic period: The mediating effect of risk reduction behavior

Öz

In the first two years of the Covid-19 pandemic, risk perception negatively affected travel intention. Whether the vaccination has changed risk perception and the impact of vaccination on travel intention has not been fully evaluated in the literature. This study aims to examine the effects of the Covid-19 pandemic on tourists' travel intentions during the mass vaccination and normalization period by the Theory of Planned Behavior (TPB). The mediating role of risk reduction behavior between risk perception and travel intention is also investigated. An online survey was conducted with 1233 tourists in Türkiye. As a result of the Structural Equation Model (SEM), it was found that the variables of attitude, subjective norm, and perceived behavioral control had a positive effect on tourists' travel intentions. However, no significant effect of the Covid-19 risk perception on travel intention was determined. When the mediation is tested, the effect of Covid-19 risk perception on travel intention became significant. Since most of our sample population was vaccinated (94.8%), tourists did not perceive Covid-19 as a risk at first. When they applied risk reduction behaviors, they began to perceive Covid-19 as a risk and realized that the pandemic was still not over and necessary precautions had to be taken. While this study emphasizes the importance of the mediation effect risk reduction behavior, it provides us with new ideas about the changes in the travel intention of tourists during the pandemic period.

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Anahtar Kelimeler

Covid-19, Travel intention, Risk reduction behavior, Mediation effect, TPB

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