Business School, Sichuan University, Chengdu 610065, China.
Int J Environ Res Public Health. 2020 May 18;17(10):3514. doi: 10.3390/ijerph17103514.
With both cost and safety taken into account in the context of the life-threatening COVID-19 pandemic globally, rural tourism is expected to be the top choice for Chinese residents for relaxation and enhancing parent-child relationships. In this paper, a structural equation (SEM) model was proposed to compare risk knowledge, risk perception, risk aversion attitudes and behavioral intentions towards rural tourism. According to the empirical results, there was a large proportion of tourists showing preference for rural tourism recently. Potential participants in rural tourism paid most attention to the performance realization and time cost of scenic spots, while the psycho-social risk posed by COVID-19 had little impact. The inherent risk nature of risk aversion attitudes made knowledge of the pneumonia risk less effective in reducing tourists' intentions, while knowledge of the pneumonia risk was more effective in alleviating the risk perception that potential tourists have towards rural tourism. With regard to travel intention and recommendation intention of rural tourism, the negative impacts of risk aversion attitude were more considerable compared to risk perception. Meanwhile, the parallel mediating effect of risk perception and risk aversion attitude in rural tourism needed to be taken into consideration together.
考虑到全球危及生命的 COVID-19 大流行的成本和安全性，乡村旅游预计将成为中国居民休闲和增进亲子关系的首选。本文提出了一个结构方程（SEM）模型，用于比较对乡村旅游的风险知识、风险感知、风险规避态度和行为意向。根据实证结果，最近有很大比例的游客表示倾向于乡村旅游。潜在的乡村旅游参与者最关注景点的绩效实现和时间成本，而 COVID-19 带来的心理社会风险影响较小。风险规避态度的内在风险性质使得肺炎风险知识在降低游客意向方面效果不明显，而肺炎风险知识在减轻潜在游客对乡村旅游的风险感知方面更有效。关于乡村旅游的旅行意向和推荐意向，风险规避态度的负面影响比风险感知更显著。同时，需要同时考虑风险感知和风险规避态度在乡村旅游中的平行中介效应。
