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Role of Non-Pharmaceutical Interventions for COVID-19 in Cruise Tourists’ Decision-Making Process: An Extended Model of Goal-Directed Behavior

Author

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  • Wenjie Xu

    (College of Hotel & Tourism Management, Kyung Hee University, Seoul 02447, Korea)

  • Hyo-Jin Youn

    (College of Hotel & Tourism Management, Kyung Hee University, Seoul 02447, Korea)

  • Choong-Ki Lee

    (College of Hotel & Tourism Management, Kyung Hee University, Seoul 02447, Korea)

Abstract

This study developed an extended model of goal-direct behavior (EMGB) to investigate the role of non-pharmaceutical interventions (NPIs) in predicting latent cruise travelers’ decision-making process in the COVID-19 pandemic context to foster the growth of a sustainable cruise business. An online survey was conducted for Korean respondents with experience of being on a cruise, and a total of 288 valid data were collected. The proposed model was examined using SmartPLS 3.0. Results show that in general, antecedents of MGB affected the desire, which in turn influenced cruise travelers’ behavioral intentions. Desire was also found to affect NPIs, which influenced behavioral intentions. Results reveal that the perception of COVID-19 affected NPIs and behavioral intention during COVID-19. Findings provide academia with theoretical implications and cruise managers with practical implications.

Suggested Citation

  • Wenjie Xu & Hyo-Jin Youn & Choong-Ki Lee, 2021. "Role of Non-Pharmaceutical Interventions for COVID-19 in Cruise Tourists’ Decision-Making Process: An Extended Model of Goal-Directed Behavior," Sustainability, MDPI, vol. 13(10), pages 1-15, May.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:10:p:5552-:d:555696
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    1. Myung Ja Kim & C. Michael Hall & Mark Bonn, 2021. "Factors Affecting Pandemic Biosecurity Behaviors of International Travelers: Moderating Roles of Gender, Age, and Travel Frequency," Sustainability, MDPI, vol. 13(21), pages 1-17, November.
    2. Andrzej Dudek & Daria Jaremen & Izabela Michalska-Dudek & Marek Walesiak, 2021. "Analysis of Changes in Shopping Behaviour of Package Holidays Purchasers Caused by the COVID-19 Pandemic," European Research Studies Journal, European Research Studies Journal, vol. 0(Special 3), pages 691-707.
    3. Lee, Choong-Ki & Jung, Eun-Kyo & Kang, Sung-Eun & Petrick, James F. & Park, Yae-Na, 2022. "Impact of perception of COVID-19 on NPI, job satisfaction, and customer orientation: Highlighting three types of NPIs for the airline industry," Journal of Air Transport Management, Elsevier, vol. 100(C).

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