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.


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    Title :

    Traveler’s adoption of travel advisory system: a case of Hong Kong’s outbound travel alert system


    Contributors:

    Published in:

    Publication date :

    2021-02-12


    Size :

    19 pages




    Type of media :

    Article (Journal)


    Type of material :

    Electronic Resource


    Language :

    Unknown