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How Fear of COVID-19 Affects the Behavioral Intention of Festival Participants—A Case of the HANFU Festival

Author

Listed:
  • Jian Yang

    (School of Journalism and Communication, Guangzhou University, Guangzhou 510006, China)

  • Jian Ming Luo

    (Faculty of International Tourism and Management, City University of Macau, Macau, China)

  • Rui Yao

    (School of Journalism and Communication, Guangzhou University, Guangzhou 510006, China)

Abstract

The recovery of the tourism industry is an important issue that has attracted much attention during the COVID-19 pandemic. Sustainable and safe festival tourism is considered an effective way of aiding in the recovery of the industry. A face-to-face survey of participants in the Guangzhou Hanfu Festival was conducted to examine the relationship between fears of COVID-19, perceived risks, perceptual evaluations, festival attitudes, behavioral intentions, and crowding during this difficult time. Results clarified how fear affects behavioral intentions in festival research, and the mediation role of perceived risk and the moderation role of crowding was confirmed. A timely set of recommendations was provided to festival operators and local governments.

Suggested Citation

  • Jian Yang & Jian Ming Luo & Rui Yao, 2022. "How Fear of COVID-19 Affects the Behavioral Intention of Festival Participants—A Case of the HANFU Festival," IJERPH, MDPI, vol. 19(4), pages 1-17, February.
    • Handle: RePEc:gam:jijerp:v:19:y:2022:i:4:p:2133-:d:748869
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    1. Yasser Tawfik Halim & Hazem Tawfik Halim & Mohamed Samy El-Deeb & Samia Adly El Sheikh, 2022. "An empirical investigation into people’s intention to participate in mega events tourism: applying mixture of two behavioral theoretical models," Future Business Journal, Springer, vol. 8(1), pages 1-18, December.
    2. Rui Yao & Jian Yang, 2024. "Exploring the appeal of villainous characters in film-induced tourism: perceived charismatic leadership and justice sensitivity," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-17, December.
    3. Ahmed Hamdy, 2024. "Supply chain capabilities matter: digital transformation and green supply chain management in post-pandemic emerging economies: A case from Egypt," Operations Management Research, Springer, vol. 17(3), pages 963-981, September.
    4. Shui-Lien Chen & Hsiang-Ting Hsu & Richard Chinomona, 2023. "How Tourists’ Perceived Risk Affects Behavioral Intention through Crisis Communication in the Post-COVID-19 Era," Mathematics, MDPI, vol. 11(4), pages 1-18, February.

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