IDEAS home Printed from https://ideas.repec.org/a/gam/jijerp/v17y2020i10p3514-d359474.html
   My bibliography  Save this article

How to Influence Rural Tourism Intention by Risk Knowledge during COVID-19 Containment in China: Mediating Role of Risk Perception and Attitude

Author

Listed:
  • Hui Zhu

    (Business School, Sichuan University, Chengdu 610065, China)

  • Fumin Deng

    (Business School, Sichuan University, Chengdu 610065, China)

Abstract

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.

Suggested Citation

  • Hui Zhu & Fumin Deng, 2020. "How to Influence Rural Tourism Intention by Risk Knowledge during COVID-19 Containment in China: Mediating Role of Risk Perception and Attitude," IJERPH, MDPI, vol. 17(10), pages 1-23, May.
    • Handle: RePEc:gam:jijerp:v:17:y:2020:i:10:p:3514-:d:359474
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/1660-4601/17/10/3514/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/1660-4601/17/10/3514/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Kumar Saurabh & Tanuj Nandan, 2019. "Role of financial knowledge, financial socialisation and financial risk attitude in financial satisfaction of Indian individuals," International Journal of Indian Culture and Business Management, Inderscience Enterprises Ltd, vol. 18(1), pages 104-122.
    2. Lim, Thien Sang & Mail, Rasid & Abd Karim, Mohd Rahimie & Ahmad Baharul Ulum, Zatul Karamah & Jaidi, Junainah & Noordin, Raman, 2018. "A serial mediation model of financial knowledge on the intention to invest: The central role of risk perception and attitude," Journal of Behavioral and Experimental Finance, Elsevier, vol. 20(C), pages 74-79.
    3. Fangnan Cui & Yaolong Liu & Yuanyuan Chang & Jin Duan & Jizu Li, 2016. "An overview of tourism risk perception," Natural Hazards: Journal of the International Society for the Prevention and Mitigation of Natural Hazards, Springer;International Society for the Prevention and Mitigation of Natural Hazards, vol. 82(1), pages 643-658, May.
    4. Boksberger, Philipp E. & Bieger, Thomas & Laesser, Christian, 2007. "Multidimensional analysis of perceived risk in commercial air travel," Journal of Air Transport Management, Elsevier, vol. 13(2), pages 90-96.
    5. Arrow, Kenneth J, 1982. "Risk Perception in Psychology and Economics," Economic Inquiry, Western Economic Association International, vol. 20(1), pages 1-9, January.
    6. Elke U. Weber & Richard A. Milliman, 1997. "Perceived Risk Attitudes: Relating Risk Perception to Risky Choice," Management Science, INFORMS, vol. 43(2), pages 123-144, February.
    7. Gundula Glowka & Anita Zehrer, 2019. "Tourism Family-Business Owners’ Risk Perception: Its Impact on Destination Development," Sustainability, MDPI, vol. 11(24), pages 1-16, December.
    8. Lai, Wen-Tai & Chen, Ching-Fu, 2011. "Behavioral intentions of public transit passengers--The roles of service quality, perceived value, satisfaction and involvement," Transport Policy, Elsevier, vol. 18(2), pages 318-325, March.
    9. Quintal, Vanessa Ann & Lee, Julie Anne & Soutar, Geoffrey N., 2010. "Risk, uncertainty and the theory of planned behavior: A tourism example," Tourism Management, Elsevier, vol. 31(6), pages 797-805.
    10. Schroeder Ted C. & Tonsor Glynn T. & Pennings Joost M.E. & Mintert James, 2007. "Consumer Food Safety Risk Perceptions and Attitudes: Impacts on Beef Consumption across Countries," The B.E. Journal of Economic Analysis & Policy, De Gruyter, vol. 7(1), pages 1-29, December.
    11. Schroeder, Ted C. & Tonsor, Glynn T. & Pennings, Joost M.E. & Mintert, James R., 2007. "The Role of Consumer Risk Perceptions and Attitudes in Cross Cultural Beef Consumption Changes," 2007 Annual Meeting, July 29-August 1, 2007, Portland, Oregon 10254, Western Agricultural Economics Association.
    12. Heesup Han & Soyeun Lee & Sunghyup Sean Hyun, 2019. "Role of Internal and External Museum Environment in Increasing Visitors’ Cognitive/Affective/Healthy Experiences and Loyalty," IJERPH, MDPI, vol. 16(22), pages 1-15, November.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Md. Kamrul Hasan & Ahmed Rageh Ismail & MD. Faridul Islam, 2017. "Tourist risk perceptions and revisit intention: A critical review of literature," Cogent Business & Management, Taylor & Francis Journals, vol. 4(1), pages 1412874-141, January.
    2. Glynn T. Tonsor & Ted C. Schroeder & Joost M. E. Pennings, 2009. "Factors Impacting Food Safety Risk Perceptions," Journal of Agricultural Economics, Wiley Blackwell, vol. 60(3), pages 625-644, September.
    3. Kayode Ajewole & Elliott Dennis & Ted C. Schroeder & Jason Bergtold, 2021. "Relative valuation of food and non‐food risks with a comparison to actuarial values: A best–worst approach," Agricultural Economics, International Association of Agricultural Economists, vol. 52(6), pages 927-943, November.
    4. Feng Xu & Xuejiao Lin & Shuaishuai Li & Wenxia Niu, 2018. "Is Southern Xinjiang Really Unsafe?," Sustainability, MDPI, vol. 10(12), pages 1-21, December.
    5. Willebrands, Daan & Lammers, Judith & Hartog, Joop, 2012. "A successful businessman is not a gambler. Risk attitude and business performance among small enterprises in Nigeria," Journal of Economic Psychology, Elsevier, vol. 33(2), pages 342-354.
    6. Shengxiang She & Yunzhang Tian & Lin Lu & Iveta Eimontaite & Ting Xie & Yan Sun, 2019. "An Exploration of Hiking Risk Perception: Dimensions and Antecedent Factors," IJERPH, MDPI, vol. 16(11), pages 1-14, June.
    7. Jongsik Yu & Kyeongheum Lee & Antonio Ariza-Montes & Alejandro Vega-Muñoz & Heesup Han, 2021. "How Do Air Quality Issues Caused by Particulate Matter Affect Consumers’ Emotional Response to Tourism Destinations and Willingness to Visit?," IJERPH, MDPI, vol. 18(19), pages 1-13, October.
    8. Romina Alkier & Goran Perić & Sandra Dramićanin, 2022. "Travel Risk Perception in a Health Crisis Caused by the Covid-19 Virus: The Case of Serbia," Central European Business Review, Prague University of Economics and Business, vol. 2022(5), pages 85-107.
    9. Peter Fraser‐Mackenzie & Ming‐Chien Sung & Johnnie E.V. Johnson, 2014. "Toward an Understanding of the Influence of Cultural Background and Domain Experience on the Effects of Risk‐Pricing Formats on Risk Perception," Risk Analysis, John Wiley & Sons, vol. 34(10), pages 1846-1869, October.
    10. Wolff, Katharina & Larsen, Svein & Øgaard, Torvald, 2019. "How to define and measure risk perceptions," Annals of Tourism Research, Elsevier, vol. 79(C).
    11. Cerdá Suárez, Luis Manuel & Robina Ramírez, Rafael & Palos Sánchez, Pedro Ramiro, 2018. "The influence of health and environment-focused values on restaurateur satisfaction in organic restaurants: a descriptive analysis in Spain," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
    12. J. Michael Collins, 2014. "Protecting Mortgage Borrowers through Risk Awareness: Evidence from Variations in State Laws," Journal of Consumer Affairs, Wiley Blackwell, vol. 48(1), pages 124-146, March.
    13. Delmastro, Marco & Zollo, Fabiana, 2021. "Viewpoint: Social monitoring for food policy and research: Directions and implications," Food Policy, Elsevier, vol. 105(C).
    14. Pia Antoinette Plank & Luís Filipe Gomes & Paulo Caldas & Miguel Varela & Diogo Cunha Ferreira, 2023. "Assessing the Traveling Risks Perceived by South African Travelers during Pandemic Outbreaks: The Case of COVID-19," Sustainability, MDPI, vol. 15(12), pages 1-32, June.
    15. Williams, Allan M. & Baláž, Vladimír, 2013. "Tourism, risk tolerance and competences: Travel organization and tourism hazards," Tourism Management, Elsevier, vol. 35(C), pages 209-221.
    16. Khansa Zaman & Sajid Bashir & Zahra Afaq & Naimah Khan, 2022. "Covid-19 Risk Perception of Travel Destination Development and Validation of a Scale," SAGE Open, , vol. 12(1), pages 21582440221, February.
    17. Ibrahim A. Elshaer & Abu Elnasr E. Sobaih, 2023. "Antecedents of Risky Financial Investment Intention among Higher Education Students: A Mediating Moderating Model Using Structural Equation Modeling," Mathematics, MDPI, vol. 11(2), pages 1-18, January.
    18. Xuan Phuong Nguyen, 2019. "The Bus Transportation Issue And People Satisfaction With Public Transport In Ho Chi Minh City ," Journal of Mechanical Engineering Research & Developments (JMERD), Zibeline International Publishing, vol. 42(1), pages 10-16, January.
    19. Robert S. Chirinko & Edward P. Harper, 1993. "Buckle up or slow down? New estimates of offsetting behavior and their implications for automobile safety regulation," Journal of Policy Analysis and Management, John Wiley & Sons, Ltd., vol. 12(2), pages 270-296.
    20. Yuhan Ge & Qing Yuan & Yaxi Wang & Keunsoo Park, 2021. "The Structural Relationship among Perceived Service Quality, Perceived Value, and Customer Satisfaction-Focused on Starbucks Reserve Coffee Shops in Shanghai, China," Sustainability, MDPI, vol. 13(15), pages 1-19, August.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jijerp:v:17:y:2020:i:10:p:3514-:d:359474. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.