Traveling with Perceived Risks to a “COVID-19-Shaken” Destination in the New Normal Era

This paper investigates how tourists develop adaptive perceptions in response to pandemic situations and how these perceptions influence their international travel decision-making toward a COVID-19-shaken destination in the new normal era. The survey was administered to Chinese potential international tourists and 608 questionnaires were utilized in data analysis. The results revealed the indirect effect of COVID-19 risk perception on travel intention first through cognitive image and then through affective image. Cognitive and affective images were identified as mediators of these interrelationships. The findings also showed that COVID-19 displayed varying effects on tourists with different past travel experiences. By unveiling factors influencing individuals’ travel decision-making in the new normal era, this study provides a theoretical basis for understanding the psychological and behavioral effects caused by a pandemic; delineating the underlying mechanism of the COVID-19 risk perception effect on international travel decision-making; expanding the research on destination image by clarifying the mediating roles of cognitive and affective images and their relation; providing timely and insightful implications for post-pandemic tourism recovery.