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The impact of non-pharmaceutical interventions for 2009 H1N1 influenza on travel intentions: A model of goal-directed behavior

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  • Lee, Choong-Ki
  • Song, Hak-Jun
  • Bendle, Lawrence J.
  • Kim, Myung-Ja
  • Han, Heesup

Abstract

Theoretically, in the tourism context this study introduced a new concept of non-pharmaceutical intervention (NPI) for influenza, and tested the impact of NPI on the behavioral intention of potential international tourists. This study also extended the model of goal-directed behavior (MGB) by incorporating the new concepts of NPI, and the perception of 2009 H1N1. The model found that desire, perceived behavioral control, frequency of past behavior, and non-pharmaceutical interventions predicted tourists’ intention but perceptions of 2009 H1N1 had nil effect on desire and intention. Personal non-pharmaceutical interventions were theorized as adaptive behavior of tourists intending to travel during a pandemic which should be supported by tourism operators on a system-wide basis. Practically, this study dealt with the issue of influenza 2009 H1N1 with the study findings and implications providing government agencies, tourism marketers, policy-makers, transport systems, and hospitality services with important suggestions for NPI and international tourism during pandemics.

Suggested Citation

  • Lee, Choong-Ki & Song, Hak-Jun & Bendle, Lawrence J. & Kim, Myung-Ja & Han, Heesup, 2012. "The impact of non-pharmaceutical interventions for 2009 H1N1 influenza on travel intentions: A model of goal-directed behavior," Tourism Management, Elsevier, vol. 33(1), pages 89-99.
    • Handle: RePEc:eee:touman:v:33:y:2012:i:1:p:89-99
    DOI: 10.1016/j.tourman.2011.02.006
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    References listed on IDEAS

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