A study of the dynamic decision-making mechanism among the tourists in public health emergencies from the collectivist perspective
Cultural values influence the tourists'decision-making.In the early phase of COVID-19,Chinese travelers deeply influenced by collectivism,in the face of various travel constraints,suppressed their motivations to travel,abandoned their trips,and stayed home in isolation.As the epidemic came to ease,the scenic spots were re-opened,the travel constraints and influence of collectivism gradually declined,their originally oppressed demands were released and tourists went on their trips.Taking the potential domestic tourists at different stages of the epidemic as the research subjects,the paper utilizes the structural equation modeling to analyze the internally struggling process of whether or not the collectivist culture tends to affect their decisions to travel.The results show that:(1)the travel motivations in the context of the epidemic consist of relaxation and proximity to nature,peak-shifting motives,pull motives and ordinary motives while the travel constraints include psycho-logical constraints,interpersonal constraints and structural constraints.(2)The travel motivations significantly influence their travel attitudes and intentions to travel in a positive way.(3)The travel constraints significantly influence their travel attitudes in a negative way,and the latter further affects their intentions to travel in a negative way.(4)The travel attitudes significantly influence the intentions to travel in a positive way.(5)Under the influence of cultural tendency of Chinese collectivism,the obligation for epidemic prevention has a significant negative impact on the travel attitudes and indirectly affects the intentions to travel.The findings extend the dynamic decision-making mechanism among the tourists in the emergencies,which provide reference for the recovery and development of tourist destinations after the epidemic.
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