Investigating COVID-19 Risk Perception Effects on Chinese Theme Park Tourists’ Behavioral Intentions through a Model of Goal-Directed Behavior

This study investigates Chinese theme park tourists' behavioral intentionsthrough the lens of the Model of Goal-Directed Behavior (MGB), elucidating theeffects of COVID-19 risk perceptions.A survey of 390 tourists was analyzedusing structural equation modeling.Results demonstrate tourists' epidemic riskperceptions significantly reduce desires and intentions to visit theme parks.Meanwhile, positive attitudes and emotions encourage desires, despite norms andcontrol being insignificant.The findings imply safety assurances and bolsteringpositive messaging could mitigate adverse risk impacts and foster theme parkindustry recovery.This research pioneers application of MGB in examiningtourism behavioral motivations during an enduring health crisis.