Perceived Risk and Travel Motivation as Determinants of Outbound Travel Intention During the COVID-19 Pandemic
Percipirani rizik i turistička motivacija kao determinante namere putovanja u inostranstvo u uslovima pandemije COVID – 19
Abstract
The COVID – 19 pandemic has strongly affected all economic sectors. Global tourism has also faced serious threats, due to lifestyle changes and measures taken to prevent the spread of infectious disease. At the same time, in conditions of high uncertainty, the tourists’ attitudes, intentions, and behavior are changing significantly. Therefore, this paper aims to identify the effects of perceived risk and travel motivation on domestic tourists’ intention to travel abroad during the pandemic. Primary data were collected using the survey method. By applying multiple regression analysis to a sample of 286 respondents, a statistically significant negative effect of health and psychological risk on the intention to travel abroad was determined. Additionally, the research confirmed the significant positive effect of tourist motivation on travel intention. The originality of the paper was achieved through an examination of the connections between perceived risk, travel motivation, and travel intention in the context of the COVID – 19 pandemic. In addition, originality is reflected in the analysis of the effects of different categories of perceived risk on the intention to travel during the pandemic. The results obtained provide a basis for understanding the tourists’ behavior and have significant implications for the creation of the tourist offer and the formation of perceived risk management strategies.
Apstrakt
Pandemija COVID – 19 snažno je uticala na sve privredne sektore. I turistički sektor suočio se sa ozbiljnim pretnjama, usled promena u načinu života i mera preduzetih za sprečavanje širenja zarazne bolesti. Istovremeno, u uslovima visoke neizvesnosti značajno se menjaju stavovi, namere i ponašanje turista. Stoga, istraživanje u ovom radu ima za cilj da identifikuje efekte percipiranog rizika i motivacije na nameru domaćih turista da putuju u inostranstvo u pandemijskom periodu. Primarni podaci prikupljeni su metodom ankete. Primenom višestruke regresione analize na uzorku od 286 ispitanika utvrđen je statistički signifikantan negativan uticaj zdravstvenog i psihološkog rizika na nameru putovanja u inostranstvo. Dodatno, istraživanjem je potvrđen i signifikantan pozitivan efekat turističke motivacije na nameru putovanja. Originalnost rada postignuta je kroz ispitivanje veza percipiranog rizika, turističke motivacije i namere putovanja u kontekstu pandemije COVID – 19. Uz to, originalnost se ogleda i u analizi efekata različitih vrsta rizika na nameru putovanja u uslovima pandemije. Dobijeni rezultati pružaju osnovu za razumevanje ponašanja turista i imaju značajne implikacije za kreiranje turističke ponude i formiranje strategija upravljanja percipiranim rizikom u turizmu.
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