Can tourists get used to the threat? A comparative study of tourists’ behavioral intention during the COVID-19 pandemic

Abstract

Purpose – The purpose of this paper is to present a model depicting the relationship between the behavioral intention of tourists in the conditions prevailing during a pandemic and other variables. Design/methodology/approach – In constructing the research procedure, two measurements of tourist behavioral intention were taken into account, which were taken far apart in time. In verifying the developed model, the results of surveys of 1,615 people carried out in June 2021 and 917 people carried out in December 2021 were considered. Findings – As a result of the habituation process, tourists show greater acceptance of the restrictions. Practical implications – Information on the basis of which companies make management decisions plays a significant role in the creation of company value. In the tourism sector, the information concerns primarily consumer behavior. Originality/value – Changes over time in risk perception, health protection motivation, and reactance due to perceived pandemic-related restrictions were taken into account in the context of behavioral intention towards tourism.