In this study, using the Protection Motivation Theory (PMT), we examine whether protection motivation can explain restaurant patron intention to practice self-protection. New normal practices are in place in the restaurant industry that influence dining out behavior during the COVID-19 pandemic. Based on 402 usable questionnaires collected face to face with residents in Phuket, Thailand, and using structural equation modeling to analyze the data, we found self-protective intention is influenced more by the perceived threat of COVID-19, but the actual behavior of visit frequency and protective behavior is influenced more by the positive PMT factors: perceived efficacy or self-confidence about protecting oneself and the expected rewards of dining out. In addition, the study highlights the important role of self-protective intention as a mediator in the relationships between PMT factors and actual behaviors of restaurant clients, especially their protection behaviors. Academic and practical implications are discussed.

在本研究中，我们使用保护动机理论 (PMT) 检验保护动机是否可以解释餐厅顾客实施自我保护的意图。在 COVID-19 大流行期间影响外出就餐行为的餐饮业出现了新的正常做法。基于与泰国普吉岛居民面对面收集的 402 份可用问卷，并使用结构方程模型对数据进行分析，我们发现自我保护意愿更多地受 COVID-19 威胁感知的影响，但实际访问行为频率和保护行为更多地受到积极的 PMT 因素的影响：关于保护自己的感知效能或自信以及外出就餐的预期回报。此外，该研究强调了自我保护意向在 PMT 因素与餐厅顾客实际行为（尤其是他们的保护行为）之间关系中的重要中介作用。讨论了学术和实践意义。