The impact of infection risk communication format on tourism travel intentions during COVID-19

ABSTRACT: Perceived risks and safety concerns are strong predictors of travel intentions. This research examines the effectiveness of the COVID-19 infection rate presentation format in changing respondents' risk perceptions and travel intentions to a COVID-19-affected destination. In two experimental studies conducted during the COVID-19 pandemic, participants (N = 1219) received information on infection rates in one of four mathematically equivalent formats: raw numbers, percentages, N-in-NX ratio, and 1-in-X ratio. Three distinct components of risk perception were measured: affective, analytical, and experiential. Results show that the infection rate presented using percentages increased the intention to travel compared to that presented using an N-in-NX ratio and raw numbers. Moreover, the infect

SUBMITTER: Savadori L 

PROVIDER: S-EPMC9721287 | biostudies-literature | 2022 Dec

REPOSITORIES: biostudies-literature