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Water Sport Tourists’ Hesitation in Decision-Making during the COVID-19 Pandemic: The Moderating Effect of Destination Image

Author

Listed:
  • Jeongmyeong Song

    (Department of Sports Taekwondo, College of Physical Education, Kyung Hee University, Yongin-si 17104, Korea)

  • Myungkyu Jung

    (Department of Taekwondo, Sehan University, Yeongam 1113, Korea)

  • Kwangho Park

    (Dahl School of Business, Viterbo University, La Crosse, WI 54601, USA)

  • Ho Yeol Yu

    (Department of Health, Physical Education & Sport Sciences, Arkansas State University, Jonesboro, AR 72467, USA)

Abstract

Understanding the effect of risk factors on tourists’ hesitation in choosing a destination is vital for successful management in tourism, especially in the pandemic era. Based on protection motivation theory, this study investigated the impact of sport tourists’ perceived risk associated with COVID-19 on their hesitation to choose a tourist destination in the context of water sport tourism. Further, we examined whether the relationship changes according to the levels of tourists’ destination image. Data from a survey of water sport tourists ( n = 312) were analyzed using structural equation modeling and Hayes PROCESS macro with bootstrapping procedures. Findings of this research empirically demonstrated that risk factors influence hesitation in choosing a destination. Furthermore, the moderating effect of destination image on the influences of perceived risks on hesitation was identified. The study’s theoretical and practical contributions to the sport tourism literature are also discussed.

Suggested Citation

  • Jeongmyeong Song & Myungkyu Jung & Kwangho Park & Ho Yeol Yu, 2022. "Water Sport Tourists’ Hesitation in Decision-Making during the COVID-19 Pandemic: The Moderating Effect of Destination Image," Sustainability, MDPI, vol. 14(8), pages 1-12, April.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:8:p:4414-:d:788977
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    References listed on IDEAS

    as
    1. Kock, Florian & Nørfelt, Astrid & Josiassen, Alexander & Assaf, A. George & Tsionas, Mike G., 2020. "Understanding the COVID-19 tourist psyche: The Evolutionary Tourism Paradigm," Annals of Tourism Research, Elsevier, vol. 85(C).
    2. Chew, Elaine Yin Teng & Jahari, Siti Aqilah, 2014. "Destination image as a mediator between perceived risks and revisit intention: A case of post-disaster Japan," Tourism Management, Elsevier, vol. 40(C), pages 382-393.
    3. Fox, Craig R. & Levav, Jonathan, 2000. "Familiarity Bias and Belief Reversal in Relative Likelihood Judgment," Organizational Behavior and Human Decision Processes, Elsevier, vol. 82(2), pages 268-292, July.
    4. 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.
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