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Monitoring the impacts of tourism-based social media, risk perception and fear on tourist’s attitude and revisiting behaviour in the wake of COVID-19 pandemic

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  • Raouf Ahmad Rather

Abstract

This research aims to explore the impact of perceived risk, fear and social media on tourist’s attitude, engagement, and revisit intention in COVID-19 pandemic situation. The results of PLS-SEM indicate that fear of COVID-19 and perceived risk has a significant negative impact on attitude towards travelling. Similarly, findings show that perceived risk has a significant negative effect, and social media has a significant positive effect on customer brand engagement during COVID-19 outbreak. Results also reveal that customer engagement and attitude have positive effects on both brand co-creation and revisit intention. The insights acquired from this research offers a mechanism behind fear/perceived risk and social media-based brand engagement, attitude, co-creation and revisit intention in pandemic situation and implications for tourism-reliant destinations to build recovery-strategies/tactics in coping with the impact of pandemics to re-store tourism.

Suggested Citation

  • Raouf Ahmad Rather, 2021. "Monitoring the impacts of tourism-based social media, risk perception and fear on tourist’s attitude and revisiting behaviour in the wake of COVID-19 pandemic," Current Issues in Tourism, Taylor & Francis Journals, vol. 24(23), pages 3275-3283, December.
    • Handle: RePEc:taf:rcitxx:v:24:y:2021:i:23:p:3275-3283
    DOI: 10.1080/13683500.2021.1884666
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    Citations

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    Cited by:

    1. Antonio Baraybar-Fernández & Sandro Arrufat-Martín & Rainer Rubira-García, 2023. "A Comparative Study of Communication Management Strategies on Social Media in the Hotel Industry in Spain in Times of COVID-19," Administrative Sciences, MDPI, vol. 13(11), pages 1-11, November.
    2. Nazir, Sajjad & Khadim, Sahar & Ali Asadullah, Muhammad & Syed, Nausheen, 2023. "Exploring the influence of artificial intelligence technology on consumer repurchase intention: The mediation and moderation approach," Technology in Society, Elsevier, vol. 72(C).
    3. Ziwen Liu & Scott Allan Orr & Pakhee Kumar & Josep Grau-Bove, 2023. "Measuring the impact of COVID-19 on heritage sites in the UK using social media data," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-13, December.
    4. Ghali, Zohra & Rather, Raouf Ahmad & Khan, Imran, 2024. "Investigating metaverse marketing-enabled consumers’ social presence, attachment, engagement and (re)visit intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    5. Rather, Raouf Ahmad & Raisinghani, Manju & Gligor, David & Parrey, Shakir Hussain & Russo, Ivan & Bozkurt, Sıddık, 2023. "Examining tourist citizenship behaviors through affective, cognitive, behavioral engagement and reputation: Symmetrical and asymmetrical approaches," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    6. Mohd Azhar & Rehan Husain & Sheeba Hamid & Mohd Nayyer Rahman, 2023. "Effect of social media marketing on online travel purchase behavior post-COVID-19: mediating role of brand trust and brand loyalty," Future Business Journal, Springer, vol. 9(1), pages 1-13, December.
    7. Chaudhary, Manjula & Ul Islam, Naser, 2023. "Tourists’ risk perception towards Kashmir valley: An analysis using Tourism Risk Index," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 9(1), pages 48-57.
    8. Bilal, Muhammad & Zhang, Yunfeng & Cai, Shukai & Akram, Umair & Halibas, Alrence, 2024. "Artificial intelligence is the magic wand making customer-centric a reality! An investigation into the relationship between consumer purchase intention and consumer engagement through affective attach," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    9. Xiaocong Jiang & Ahmad Edwin bin Mohamed & Amirul Husni bin Affifudin, 2024. "Unveiling the Drivers of Chinese Tourists’ Visit Intentions Regarding Malaysia," Sustainability, MDPI, vol. 16(8), pages 1-31, April.
    10. Ana Brochado & Paula Rodrigues & Ana Sousa & Ana Pinto Borges & Mónica Veloso & Mónica Gómez-Suárez, 2023. "Resilience and Sustainable Urban Tourism: Understanding Local Communities’ Perceptions after a Crisis," Sustainability, MDPI, vol. 15(18), pages 1-21, September.
    11. Zyad M. Alzaydi & Mohamed H. Elsharnouby, 2023. "Using social media marketing to pro-tourism behaviours: the mediating role of destination attractiveness and attitude towards the positive impacts of tourism," Future Business Journal, Springer, vol. 9(1), pages 1-13, December.

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