Jiang Xiufang, Qin Jianxiong, Gao Jianguo, Gossage Mollie G
College of Economics, Southwest Minzu University, Chengdu, China.
College of Historical Culture & Tourism, Southwest Minzu University, Chengdu, China.
Front Psychol. 2022 Jun 16;13:821364. doi: 10.3389/fpsyg.2022.821364. eCollection 2022.
Tourist subjectivities have an important effect on behavioral intentions. Under the background of normalization, tourism decision-making manifests primarily in tourists' individual preferences, which has led much research to ignore the importance of other subjective factors, as well as objective environmental factors. In the COVID-19 era, tourism behavior's social attributes have become more prominent; the effect of important others or organizations' attitudes toward tourism behavior, as well as personal knowledge, ability, and experience in preventing and controlling tourism risks, are evident. This study integrates knowledge-attitude-behavior (KAB), Theory of Perceived Risk (TPR), Social Identity Theory (SIT), and Theory of Planned Behavior (TPB), along with a comprehensive framework method, to construct an integrated model exploring the impact of knowledge, identity, and perceived risk on travel intention, to analyze its pathways and effects, to resolve the issue of mechanism, to analyze the moderating effect of past travel experience, and to answer the problem of boundary conditions. It finds that knowledge, perceived risk, and identity have a significant positive impact on travel intention; travel attitudes, subjective norms, and perceived control mediate the influence of knowledge, perceived risk, and identity on travel intention; these mechanism pathways do not always exist. The positive adjustment of past travel experiences shows that repeat visitors have a greater impact than newcomers and potential tourists.
游客主体性对行为意向有重要影响。在常态化背景下，旅游决策主要体现在游客的个人偏好上，这使得许多研究忽视了其他主观因素以及客观环境因素的重要性。在新冠疫情时代，旅游行为的社会属性更加突出；重要他人或组织对旅游行为的态度以及个人在防控旅游风险方面的知识、能力和经验的影响十分明显。本研究整合了知识—态度—行为（KAB）、感知风险理论（TPR）、社会认同理论（SIT）和计划行为理论（TPB），并采用综合框架法，构建一个综合模型来探究知识、认同和感知风险对旅行意向的影响，分析其路径和效果，解决作用机制问题，分析过去旅行经历的调节作用，并回答边界条件问题。研究发现，知识、感知风险和认同对旅行意向有显著的正向影响；旅行态度、主观规范和感知控制在知识、感知风险和认同对旅行意向的影响中起中介作用；这些作用机制路径并非总是存在。过去旅行经历的正向调节表明，回头客比新游客和潜在游客的影响更大。
