Understanding Revisit Intention During Covid-19: A Protection Motivation Theory Perspective

Indra Sakti; Dewi Trirahayu; Amelia Oktrivina

doi:10.24912/jm.v27i1.1014

Authors

Indra Sakti Politeknik Kelautan dan Perikanan Pangandaran
Dewi Trirahayu Fakultas Ekonomi dan Bisnis, Universitas Pancasila, Jakarta, Indonesia
Amelia Oktrivina Universitas Pancasila, Jakarta, Indonesia

DOI:

https://doi.org/10.24912/jm.v27i1.1014

Keywords: Revisit Intention; Destination Image; Visitor Image Congruity; Perceived Risk Related To Health; COVID-19.

Abstract

This study aims to empirically investigate the influence of destination image, visitor image congruity, and perceived related health issues on revisit intention and the role of perceived risk as moderators in these relationships. We integrated the theory of self-congruity and protection motivation theory to understand post-pandemic travel behaviour further. Using a moderated regression analysis (MRA), data are collected from 402 students from two universities in Jakarta. The results from the study provide that destination image and image congruity are positively related to revisiting intention, while perceived risk has a negative direction. Moreover, perceived risk is essential in the relationship between destination image, image congruity, and revisit intention. These results extend a model for predicting travel behaviour in crisis/pandemic situations, corroborating the earlier studies, and providing practical implications for stakeholders and tourism area managers.

Author Biographies

Indra Sakti, Politeknik Kelautan dan Perikanan Pangandaran

isakti2012@gmail.com

Dewi Trirahayu, Fakultas Ekonomi dan Bisnis, Universitas Pancasila, Jakarta, Indonesia

dewitrirahayu@univpancasila.ac.id

Amelia Oktrivina, Universitas Pancasila, Jakarta, Indonesia

ameliaoktrivina@univpancasila.ac.id

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