TRAVEL DURING COVID-19 IN MALAYSIA: THE EFFECTS OF COVID-19 RISK KNOWLEDGE, DESTINATION IMAGE AND VALUE
DOI:
https://doi.org/10.22452/jati.vol26no2.4Keywords:
COVID-19, destination image, destination value, Malaysia, intention to revisitAbstract
The influence of the COVID-19 pandemic on travel behaviour is currently devastating the tourism sector. In this paper, we investigate the influence of destination image, COVID-19 risk knowledge, destination value and tourist intention to revisit. Empirical data were collected using an online survey distributed via social media platforms (Facebook, WhatsApp) and email. Our sample consisted of Malaysians who travelled several times during the movement control order periods (after February 2020) in Malaysia. The results of structural equation modelling reveal that destination value significantly mediates the relationship between both components of destination image and tourist intention to revisit. Most importantly, we probed the interaction effect of COVID-19 risk knowledge on affective destination image. The results indicate that even a moderate level of understanding and knowledge of COVID-19 risks significantly strengthens the influence of affective destination image on destination value.
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2021-12-30
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