Predicting preventive travel behaviors under the COVID-19 pandemic through an integration of Health Belief Model and Value-Belief-Norm |
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| Affiliation: | 1. Department of Hotel and Tourism Management, Dongguk University-Gyeongju, 123 Dongdae-Ro, Gyeongju-Si, Gyeongsangbuk-Do 38066, Republic of Korea;2. 8A MacKay Hall, Department of Apparel, Events, and Hospitality Management, Iowa State University, Iowa, USA;3. College of Hotel and Tourism, Kyung Hee University, 26 Kyungheedae-ro Dongdaemun-gu, Seoul 02447, Republic of Korea;4. Recreation, Park & Tourism Sciences, Texas A & M University, 600 John Kimbrough Blvd., College Station, TX 77840, USA |
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| Abstract: | This study developed a conceptual framework for a preventive travel decision-making process amidst the COVID-19 pandemic, combining the Health Belief Model (HBM) and Value-Belief-Norm (VBN). Analyzing 409 responses collected from an online survey, this study verified the integrated model as a salient theory addressing the importance of social components and health belief factors in affecting behavior. The model revealed that altruistic value influences the HBM variables, whereas personal norms mediate preventive behaviors and beliefs in both VBN and HBM. These findings offer new theoretical insights into decision-making process and provide practitioners with effective crisis management strategies concerning pro-social and health beliefs. |
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