The Effect of Risk Perception on Behavior Towards “Untact” Tourism in Vietnam

Untact services have gained popularity across several areas of tourism as a fruitful strategy for companies in the recovery of tourism after the pandemic's outbreak. The notion of untact service denotes services in which consumers can avoid physical interactions thanks to advances in digital technologies. Through a combination of quantitative and qualitative analyses, this study investigates the impact of cognitive and affective risk perception on customers' behavior towards untact tourism in the Vietnamese context, which has recently seen a fifth wave of the pandemic. We adopted an extended version of the Theory of Planned Behavior (TPB), which unpacks people's decision‐making into several psychological and behavioral components. The results of this study have several contributions to offer to behavioral literature and the potential to help businesses make informed decisions about their marketing and operations. This includes what actions and measures might be necessary to attract and retain customers in the post‐pandemic environment.