I'm afraid to travel! Investigating the effect of perceived health risk on Malaysian travellers' post-pandemic perception and future travel intention

• Published in: Journal of Tourism Futures
• Main Author: Hanafiah M.H.; Md Zain N.A.; Azinuddin M.; Mior Shariffuddin N.S.
• Format: Article
• Language: English
• Published: Emerald Group Holdings Ltd. 2022
• Online Access: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85122132738&doi=10.1108%2fJTF-10-2021-0235&partnerID=40&md5=1ce93e7f97fa5e022834aa1ad31d3003

Purpose: This study investigates the effect of COVID-19 pandemic perceived health risk on traveller's post-pandemic perception and future travel intention. The study aims to provide insight into the unprecedented COVID-19 pandemic and its potential influence on tourist behaviour. Design/methodology/approach: Two hundred and forty-four responses were gathered quantitatively through an online survey. The research hypotheses were analysed using the partial least square structural equation modelling (PLS-SEM). Findings: This study found that COVID-19 affects tourists' travel behaviour. Key findings found that perceived health risk discourages travel attitudes and eventually lessens their future travel intentions. Results also suggest future strategies/directions for restarting the tourism industry. Practical implications: The study outcome assists tourism stakeholders in understanding the changes in tourist behaviour amid the heightened perceived health risk of COVID-19. Tourism policymakers and industry players should consider exploring how to mitigate similar health crises in the future. Originality/value: By extending the theory of planned behaviour (TPB), this study establishes a theoretical framework in exploring the interrelationships between perceived risk, post-pandemic perception and future travel intention. This study sets a significant research agenda for future tourism research in understanding the mechanism behind health risk perceptions and tourist behaviour. © 2021, Mohd Hafiz Hanafiah, Nur Adilah Md Zain, Muaz Azinuddin and Nur Shahirah Mior Shariffuddin.