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.
Traveler’s adoption of travel advisory system: a case of Hong Kong’s outbound travel alert system
Journal of Travel & Tourism Marketing ; 38 , 2 ; 213-231
2021-02-12
19 pages
Article (Journal)
Electronic Resource
Unknown
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