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A Study of the Influence of Destination Social Cues on Tourists' Protective Decision-Making in a Risky Environment

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DOI: 10.23977/tmte.2024.070118 | Downloads: 12 | Views: 247

Author(s)

Runhong Zhou 1, Kun Qin 1, Ruobing Huang 1

Affiliation(s)

1 Business and Tourism School, Sichuan Agricultural University, Chengdu, Sichuan, China

Corresponding Author

Runhong Zhou

ABSTRACT

Tourism industry needs to reduce the perceived uncertainty of potential tourists after a crisis, and the attitudes of government management, businesses and residents are crucial as social information. Based on Protection action decision model (PADM), this paper develops a comprehensive model of social cues on tourists' uncertainty reduction. The survey responses from 395 potential tourists in China were analyzed using a structural equation model. The results show that the three social cues perceived by potential tourists (tourism firms' socially responsible behavior, destination resilience, and resident trustworthiness) are negatively related to perceived uncertainty; perceived uncertainty mediates the effect of social cues on travel intentions. Perceived effort has an important mediating role between socially responsible behavior of tourism firms and destination resilience and perceived uncertainty. This study helps destination governments and firms to adopt relevant strategies for post-crisis destinations to facilitate the recovery of local tourism. 

KEYWORDS

Social Cues, Perceived Uncertainty, Perceived Effort, Travel Intention, Protection Action Decision Model

CITE THIS PAPER

Runhong Zhou, Kun Qin, Ruobing Huang, A Study of the Influence of Destination Social Cues on Tourists' Protective Decision-Making in a Risky Environment. Tourism Management and Technology Economy (2024) Vol. 7: 143-153. DOI: http://dx.doi.org/10.23977/tmte.2024.070118.

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