Abstract
This study attempts to test the applicability of the theory of protection motivation (PMT) model and explores the effect of travel-related and sociodemographic factors on travel advisory compliance intention. The findings revealed that travelers’ behavioral intention to follow travel advice is driven by self-efficacy, response efficacy, perceived severity, and the insignificant benefit of maladaptive behaviors. The results also indicated that female travelers and travelers who are aged 45 or above, have young child/children, have high income, prefer packaged travel, and are inclined to buy travel insurance tend to consult and adhere to travel advice.
| Original language | English |
|---|---|
| Pages (from-to) | 213-231 |
| Number of pages | 19 |
| Journal | Journal of Travel and Tourism Marketing |
| Volume | 38 |
| Issue number | 2 |
| DOIs | |
| Publication status | Published - Mar 2021 |
Keywords
- benefit of maladaptive behaviors
- Hong Kong
- outbound Travel Alert System
- perceived severity
- perceived vulnerability
- protection Motivation Theory
- response cost
- response efficacy
- self-efficacy
- Travel advisory
ASJC Scopus subject areas
- Tourism, Leisure and Hospitality Management
- Marketing
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