• ISSN: 2010-023X (Print)
    • Abbreviated Title: Int. J. Trade, Economics and Financ.
    • Frequency: Quaterly
    • DOI: 10.18178/IJTEF
    • Editor-in-Chief: Prof.Tung-Zong (Donald) Chang
    • Managing Editor: Ms. Shira. W. Lu
    • Abstracting/ Indexing:  Crossref, Electronic Journals Library , EBSCO
    • E-mail: ijtef.editorial.office@gmail.com
HOME > Archive > 2022 > Volume 13 Number 4 (Aug. 2022) >
IJTEF 2022 Vol.13(4): 107-114 ISSN: 2010-023X
DOI: 10.18178/ijtef.2022.13.4.732

Study on the Impact of Perceived Travel Risk on Guangxi Tourists’ Outbound Tourism Intention: An Application of the Extended Theory of Planned Behavior

Xiaoyan Chen and Jaratchwahn Jantarat

Abstract—This study extends the Theory of Planned Behavior by incorporating perceived travel risks associated with COVID-19 to investigate potential Guangxi tourists’ overseas travel intentions in the next two years. The empirical results of Structural Equation Modeling show that attitude, subjective norms, and perceived behavioral control have significant positive effect on respondents’ intention to travel overseas. Perceived travel risks regarding COVID-19 exert significant negative impact on intention, as expected. Moreover, it is verified that the extended TPB model has better explanatory ability than the TPB one. Implications and suggestions for tourism sectors and tourism marketers to reduce tourists’ risk concerns and formulate appropriate marketing strategies for tourism restart are included in the study.

Index Terms—COVID-19, perceived travel risks, Theory of Planned Behavior (TPB), overseas travel intention.

Xiaoyan Chen is with the International School of Management, University of the Thai Chamber of Commerce, Bangkok, 10400 Thailand (e-mail: celiachen2021@126.com).
Jaratchwahn Jantarat is with the School of Business, University of the Thai Chamber of Commerce, Bangkok, 10400 Thailand (e-mail: jaratchwahn@gmail.com).

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Cite: Xiaoyan Chen and Jaratchwahn Jantarat, "Study on the Impact of Perceived Travel Risk on Guangxi Tourists’ Outbound Tourism Intention: An Application of the Extended Theory of Planned Behavior," International Journal of Trade, Economics and Finance vol.13, no.4, pp. 107-114, 2022.

Copyright © 2022 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

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