Effect of perception of COVID-19 and nonpharmaceutical intervention on desire and behavioral intention in touristic travels in Turkey

Abstract

Purpose - This study analyzes the desires and behavioral intentions of tourists within the scope of perception of COVID-19 and nonpharmaceutical intervention during the COVID-19 pandemic.

Design/methodology/approach - The population of the research consists of people on a touristic trip in Turkey. Because of the pandemic, questionnaire data was collected online between 25 April and 15 May 2020. The research was carried out with 712 questionnaire forms. The data obtained were analyzed by structural equation modeling in the SM-PLS statistics program.

Findings - Perception of COVID-19 significantly and positively affects NPI and negatively and significantly affects desire. Perception of COVID-19 and NPI do not have a significant positive/negative effect on behavioral intention. Finally, desire has a significantly positive effect on behavioral intention.

Research limitations/implications - Since the research has limitations in terms of time, cost, accessibility and control difficulties, the entire population could not be reached. The study was carried out with only 712 tourists traveling in Turkey.

Practical implications - The obtained results will impact, particularly the decisions taken in Turkey's tourism sector. Moreover, if tourism companies know the decisions of the consumers during the pandemic process, they can use the appropriate marketing techniques.

Social implications - The result may give an idea about the decision-making process of the consumers on traveling during the pandemic. In this way, psychologically different research can be developed.

Originality/value - There has not been any study made in Turkey that investigated the context of the current research model. Therefore, this research is original.

Purpose - This study analyzes the desires and behavioral intentions of tourists within the scope of perception of COVID-19 and nonpharmaceutical intervention during the COVID-19 pandemic.

Design/methodology/approach - The population of the research consists of people on a touristic trip in Turkey. Because of the pandemic, questionnaire data was collected online between 25 April and 15 May 2020. The research was carried out with 712 questionnaire forms. The data obtained were analyzed by structural equation modeling in the SM-PLS statistics program.

Findings - Perception of COVID-19 significantly and positively affects NPI and negatively and significantly affects desire. Perception of COVID-19 and NPI do not have a significant positive/negative effect on behavioral intention. Finally, desire has a significantly positive effect on behavioral intention.

Research limitations/implications - Since the research has limitations in terms of time, cost, accessibility and control difficulties, the entire population could not be reached. The study was carried out with only 712 tourists traveling in Turkey.

Practical implications - The obtained results will impact, particularly the decisions taken in Turkey's tourism sector. Moreover, if tourism companies know the decisions of the consumers during the pandemic process, they can use the appropriate marketing techniques.

Social implications - The result may give an idea about the decision-making process of the consumers on traveling during the pandemic. In this way, psychologically different research can be developed.

Originality/value - There has not been any study made in Turkey that investigated the context of the current research model. Therefore, this research is original.