Factors influencing travel risk perception and intention to travel to Thailand of Chinese residents during the COVID-19 pandemic

Abstract

The main objective of the research is to investigate factors that influence travel risk perception and intention to travel to Thailand for Chinese residents during the COVID-19 pandemic and compare travel risk perception and travel intention among different generations and tourist typology groups of Chinese residents. This is because there is a lack of studies that examine this issue especially for context different generations and tourism typology groups of Chinese residents. Moreover, there is controversy as to whether the perception of risk differs by age during pandemic. The factors under investigation include novelty and familiarity, vulnerability, and subjective norms. This research uses a quantitative research approach to collect data. Using 985 validated questionnaires completed by Chinese respondents, it was found that vulnerability becomes an essential factor influencing people's risk perceptions during the pandemic, while risk perceptions and subjective norms are factors influencing travel intentions. Differences in risk perceptions and travel intentions across generations and travel typology groups are partially confirmed in this study as well. The significance of this study is to refine the risk perceptions and travel intentions in the context of the epidemic to better help the tourism industry understand the factors influencing Chinese residents' travel to Thailand in the context of the pandemic. It is also intended to complement the research on generations and tourism typologies. Furthermore, the study could improve the understanding of Chinese residents from multiple perspectives