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April 4, 2026Scientific ReportsOpen Access

The analysis for mechanism deduction and empirical test of tourists’ behavior decision-making under the background of COVID-19

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Authors

KZKe ZongShandong Agricultural UniversityHCHu ChenShandong Agricultural UniversityRYRui YangShanghai Sunshine Rehabilitation Center

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Implication

Surveys reveal how epidemic perception and social norms influence tourists' travel decisions during COVID-19, indicating practical strategies for tourism recovery.

Key Points

  • This research aims to explore how cognitive and social factors influence tourists' decision-making during the COVID-19 pandemic.
  • Developed an extended Theory of Planned Behavior (TPB) framework
  • Collected survey data from 360 individuals with travel plans in China
  • Utilized structural equation modeling (Amos and Smart-PLS) for analysis
  • Epidemic perception significantly influences NPIs and moral norms
  • Moral norms mediate attitudes, perceived behavioral control, and behavioral intentions
  • NPIs showed a negative effect on the intention to cancel travel, indicating risk mitigation
  • Subjective norms affect decision-making through moral pathways
  • Perceived behavioral control does not significantly influence attitudes or intentions

Cite This Study

Zong et al. (2026) studied this question.

synapsesocial.com/papers/69d0aff2659487ece0fa61cfhttps://doi.org/10.1038/s41598-026-45040-z
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