Post-pandemic outbound travel intentions and preparations of Chinese residents: The effects of media coverage and risk perception

Abstract

This study aims to explore Chinese residents’ outbound travel intentions and preparations in the post-pandemic world that are influenced by media coverage and risk perception. A conceptual model is proposed to test the structural relationships among media coverage, risk perception, outbound travel intentions and preparations. This study administered an online survey to Chinese residents who had outbound travel experiences, and a total of 441 valid responses were collected for data analysis. The results indicated that media coverage exerted significant impact on cognitive and affective risk perceptions, outbound travel intentions and preparations. Furthermore, cognitive risk perception was positively related to affective risk perception, which significantly influenced outbound travel intentions and preparations. Outbound travel intentions were verified as the determinant of outbound travel preparations. Additionally, the mediating roles of affective risk perception and outbound travel intentions were confirmed. This study is amongst the first to introduce the concept of outbound travel preparations as a new research avenue for post-pandemic outbound travel behaviour.