ABSTRACT

This research aims to explore the impact of perceived risk, fear and social media on tourist’s attitude, engagement, and revisit intention in COVID-19 pandemic situation. The results of PLS-SEM indicate that fear of COVID-19 and perceived risk has a significant negative impact on attitude towards travelling. Similarly, findings show that perceived risk has a significant negative effect, and social media has a significant positive effect on customer brand engagement during COVID-19 outbreak. Results also reveal that customer engagement and attitude have positive effects on both brand co-creation and revisit intention. The insights acquired from this research offers a mechanism behind fear/perceived risk and social media-based brand engagement, attitude, co-creation and revisit intention in pandemic situation and implications for tourism-reliant destinations to build recovery-strategies/tactics in coping with the impact of pandemics to re-store tourism.

摘要

本研究旨在探讨感知风险、恐惧和社交媒体对 COVID-19 大流行情况下游客态度、参与度和重游意愿的影响。PLS-SEM 的结果表明，对 COVID-19 的恐惧和感知风险对旅行态度有显着的负面影响。同样，研究结果表明，感知风险具有显着的负面影响，社交媒体在 COVID-19 爆发期间对客户品牌参与度具有显着的积极影响。结果还表明，客户参与度和态度对品牌共创和重访意愿都有积极影响。从这项研究中获得的见解提供了恐惧/感知风险和基于社交媒体的品牌参与、态度、