Risk and ambiguity of COVID-19 inhibit intentions for post-pandemic travel via reduced valuation of tourism

Abstract

Purpose – This study aims to examine how the initial ambiguity of COVID-19 contributed to tourists' intentions for visiting a once-viral outbreak site in the future. Design/methodology/approach – The present study (N = 248) used partial least-squares structural equation modeling (PLS-SEM) to examine whether perceptions of ambiguity and mismanagement of COVID-19 are indirectly related to intentions to travel to Wuhan in a post-pandemic world through perceptions of risk and tourism value. Further, whether the model effects differed as a function of individual safety orientation was examined. Findings – Perceptions of COVID-19 risk and tourism value serially mediated the effects of perceived COVID-19 ambiguity on post-pandemic travel intentions. Safety orientation did not moderate any paths. Perceived risk was a negative direct correlate of post-pandemic travel intentions. Originality/value – The current study's strength is rooted in its specific targeting of post-pandemic travel intentions to Wuhan—the first city to experience a widescale outbreak of COVID-19 and subsequent international stigma—compared to general travel inclinations.

Keywords

• Risk
• Ambiguity
• Travel intention
• Tourism value
• Tourist safety orientation
• COVID-19