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Destination Image, COVID-19 Perceived Risk and Intention to Travel: Malaysian Case

Author

Listed:
  • Jeetesh Kumar

    (Taylor’s University, Malaysia)

  • Shameem Shagirbasha

    (Great Lakes Institute of Management, India)

  • Rupam Konar

    (Taylor’s University, Malaysia)

Abstract

The current study aims to analyse the impact of destination image and perceived risk on tourists’ intention to travel to urban cities of Malaysia during the COVID-19 pandemic. The study addresses the effects of risk and destination image on the perception of destination risk and how the perceptions of destination risk impact travel during the COVID-19 pandemic by utilising the planned behaviour theory. A total of 237 respondents participated in the current study. WarpPLS (7.0), a variance-based structural equation modelling (SEM) software, was used to test the research model. The empirical results offer exciting insights into urban tourism services on important factors to consider while designing safety measures and practical actions to restore urban tourism. The study offers novel findings. First, the study empirically revealed the travel intentions of tourists travelling to Malaysia during the coronavirus situation. Second, the study’s findings exposed quantifiable insights to make Malaysia a preferable tourist destination.

Suggested Citation

  • Jeetesh Kumar & Shameem Shagirbasha & Rupam Konar, 2023. "Destination Image, COVID-19 Perceived Risk and Intention to Travel: Malaysian Case," Academica Turistica - Tourism and Innovation Journal, University of Primorska Press, vol. 16(2), pages 221-232.
    • Handle: RePEc:prp:jattij:v:16:y:2023:i:2:p:221-232
    DOI: 10.26493/2335-4194.16.221-232
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