COVID-19 Restrictions and Variety Seeking in Travel Choices and Actions: The Moderating Effects of Previous Experience and Crowding

Jungkeun Kim, Jooyoung Park, Seongseop Kim, Daniel Chaein Lee, Marianna Sigala

Research output: Journal article publicationJournal articleAcademic researchpeer-review

19 Citations (Scopus)

Abstract

This article investigates how the perceived threats caused by COVID-19 affect consumers’ travel choices and actions by influencing their intentions to seek variety. Four studies show that the perceived threat of COVID-19 increases variety seeking in travel choices. Study 1 finds that travelers who perceive a greater threat of COVID-19 tend to undertake more varied activities during their travel. Study 2 shows that the main effect exists only for individuals who have previously visited the destination. Study 3 replicates the moderating effect of previous visiting experience by using a different way to manipulate the perceived threat of COVID-19. Study 4 illustrates the moderating impact of another important factor: the number of travelers included in the companies’ communication messages. The article concludes by discussing the theoretical and managerial implications of the findings.

Original languageEnglish
JournalJournal of Travel Research
DOIs
Publication statusAccepted/In press - 2021

Keywords

  • COVID-19
  • crowding
  • destination choice
  • perceived threat
  • variety seeking
  • visiting experience

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Transportation
  • Tourism, Leisure and Hospitality Management

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