Generation Z's COVID-19 risk perception and socially responsible behaviors influencing intentions to participate in the tourism stimulus campaign
Abstract
Purpose
This study leverages an integrated framework that uses the theory of planned behavior (TPB), risk perception and sustainable behavior to investigate the COVID-19 risk perception of a potentially powerful consumer group – generation Z – on decisions to participate in the domestic tourism stimulus campaign and their willingness to practice socially responsible behaviors.
Design/methodology/approach
Self-administered questionnaires were used to collect data. The study adopts partial least squares-structural equation modelling (PLS-SEM) to examine the data with the final sample of 422 generation Z in Thailand.
Findings
The COVID-19 perceived risk positively affects attitudes, perceived behavioral control and the intention to join domestic tourism campaign, affecting the desire to engage in sustainable behaviors when traveling. Attitude and perceived behavioral control mediated risk perception and the decision to join the campaign. Unlike other studies, generation Z is conscious of the situation but is not risk-averse to travel.
Practical implications
The study offers recommendations (and domestic tourism campaign's features) for government agencies and tourism partitioners, especially developing tourism destinations, to effectively launch domestic tourism campaigns to target generation Z during and after post-pandemic crises.
Originality/value
This study contributes to our limited understanding of generation Z's travel behaviors. It contributes to the extended use of TPB, risk perception and socially responsible conduct of such a specific generation. It is one of the first studies integrating the COVID-19 risk perception of generation Z and their intention to utilize the stimulus campaign.
Keywords
Acknowledgements
Funding: This research was supported by a faculty grant (MIS63P12) from the School of Business and Communication Arts, University of Phayao, Thailand.
Citation
Kharuhayothin, T., Kitiwong, W. and Chaitarin, W. (2023), "Generation Z's COVID-19 risk perception and socially responsible behaviors influencing intentions to participate in the tourism stimulus campaign", Journal of Hospitality and Tourism Insights, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JHTI-10-2022-0481
Publisher
:Emerald Publishing Limited
Copyright © 2023, Emerald Publishing Limited