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

54 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
Pages (from-to)1648 - 1665
JournalJournal of Travel Research
Volume61
Issue number7
DOIs
Publication statusPublished - Sept 2022

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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