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The Mechanism of Tourism Risk Perception in Severe Epidemic—The Antecedent Effect of Place Image Depicted in Anti-Epidemic Music Videos and the Moderating Effect of Visiting History

Author

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  • Fang Wang

    (College of Tourism, Huaqiao University, Quanzhou, Fujian 362021, China)

  • Tao Xue

    (College of Tourism and Service, Nankai University, Tianjin 300350, China)

  • Ting Wang

    (College of Urban and Environmental Sciences, Peking University, Beijing 100871, China)

  • Bihu Wu

    (College of Urban and Environmental Sciences, Peking University, Beijing 100871, China)

Abstract

Tourism risk perception is proven to have significant influence on tourists’ decision-making behaviors, however, the impact of the place image depicted in the cultural media of destinations on it needs to be further studied. The study explores the mechanism of potential tourists’ risk perception in severe COVID-19 epidemics with the antecedent effects of the place image depicted in anti-epidemic music videos, and the impact of risk perception on potential tourists’ place attachment and travel intention, based on the risk perception theory. This study also explores the moderating effect of the visiting history on balancing risk perception, place attachment, and travel intention. With empirical research, the study result indicates that in severe epidemics: (1). The place image depicted in anti-epidemic music videos has a significant negative effect on tourism risk perception; tourism risk perception has a significant negative effect on potential tourists’ place attachment and travel intention; (2). The tourism risk perception mediates between the place image depicted in the music videos and potential tourists’ place attachment and travel intention; (3). Visiting history modulates the influence of tourism risk perception, potential tourists’ place attachment, and travel intention. This research would be helpful if it enriches the theoretical content of risk perception, expands the theoretical foundation of tourists’ decision making, promotes the application of music videos in tourism research, and proposes empirical risk management countermeasures of tourism destination.

Suggested Citation

  • Fang Wang & Tao Xue & Ting Wang & Bihu Wu, 2020. "The Mechanism of Tourism Risk Perception in Severe Epidemic—The Antecedent Effect of Place Image Depicted in Anti-Epidemic Music Videos and the Moderating Effect of Visiting History," Sustainability, MDPI, vol. 12(13), pages 1-16, July.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:13:p:5454-:d:381148
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    References listed on IDEAS

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    1. Siwarit Pongsakornrungsilp & Pimlapas Pongsakornrungsilp & Vikas Kumar & Bhuritt Maswongssa, 2021. "The Art of Survival: Tourism Businesses in Thailand Recovering from COVID-19 through Brand Management," Sustainability, MDPI, vol. 13(12), pages 1-17, June.
    2. Kuan-Chieh Tseng & Hsiao-Hsien Lin & Jan-Wei Lin & I-Shen Chen & Chin-Hsien Hsu, 2021. "Under the COVID-19 Environment, Will Tourism Decision Making, Environmental Risks, and Epidemic Prevention Attitudes Affect the People’s Firm Belief in Participating in Leisure Tourism Activities?," IJERPH, MDPI, vol. 18(14), pages 1-20, July.
    3. Dong-Shang Chang & Wei-De Wu, 2021. "Impact of the COVID-19 Pandemic on the Tourism Industry: Applying TRIZ and DEMATEL to Construct a Decision-Making Model," Sustainability, MDPI, vol. 13(14), pages 1-28, July.

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