Can International Students’ Risk Perception and Place Image Create an Advantage in Safeguarding Place Loyalty in Post-COVID-19 Tourism?
Abstract
:1. Introduction
2. Theoretical Background
2.1. The Role of International Students in Tourism
2.2. Components of Risk Perception
2.3. Place Image and Place Loyalty
2.4. Gender As a Moderating Variable
3. Research Method
3.1. Research Instrument
3.2. Date Collection and Analysis
4. Results
4.1. Demographic Findings
4.2. Measurement Model Evaluation
4.3. Structural Model Evaluation
4.4. Hypotheses Testing
4.5. The Moderating Effects of Gender
5. Discussion
6. Conclusions
6.1. Theoretical Implications
6.2. Management Implications
6.3. Limitation and Future Studies
Author Contributions
Funding
Conflicts of Interest
References
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Constructs and Indicators | Factor Loadings | Cronbach’s Alpha | CR | AVE |
---|---|---|---|---|
Social Risk Perception of COVID-19 (SOR) | 0.811 | 0.887 | 0.724 | |
A serious problem | 0.795 | |||
A potential threat to the healthy development of society | 0.899 | |||
Harming the health of residents in the community | 0.856 | |||
Personal Risk Perception of COVID-19 (PSR) | 0.882 | 0.923 | 0.800 | |
Health would be impacted | 0.914 | |||
Respiratory system would be impaired | 0.922 | |||
Feel worried about getting infected | 0.846 | |||
Cognitive Place Image (CPI) | 0.793 | 0.855 | 0.541 | |
Interesting historic sites | 0.747 | |||
Attractive scenery | 0.758 | |||
Good transportation system | 0.719 | |||
Safe place | 0.706 | |||
Good restaurants | 0.745 | |||
Affective Place Image (API) | 0.849 | 0.898 | 0.688 | |
Pleasant | 0.849 | |||
Exciting | 0.868 | |||
Lively | 0.827 | |||
Relaxing | 0.771 | |||
Place Loyalty (PLY) | 0.875 | 0.915 | 0.728 | |
The place is the preferred choice of travel destination | 0.802 | |||
Willingness to recommend the place to others | 0.853 | |||
Willingness to encourage friends and family to visit the place | 0.897 | |||
Willingness to say positive things about the place | 0.859 |
Variables | API | CPI | PLY | PSR | SOR |
---|---|---|---|---|---|
Affective Place Image (API) | 0.829 | ||||
Cognitive Place Image (CPI) | 0.595 | 0.735 | |||
Place Loyalty (PLY) | 0.636 | 0.488 | 0.854 | ||
Personal Risk Perception of COVID-19 (PSR) | 0.011 | 0.097 | 0.034 | 0.895 | |
Social Risk Perception of COVID-19 (SOR) | −0.099 | −0.141 | −0.115 | 0.370 | 0.851 |
Hypotheses | Paths | β | STDEV | T Statistics | p Values | Supported |
---|---|---|---|---|---|---|
H1a | SOR→CPI | −0.135 | 0.030 | 4.564 | 0.000 | Yes |
H1b | SOR→API | −0.119 | 0.039 | 3.056 | 0.002 | Yes |
H2a | PSR→CPI | 0.140 | 0.041 | 3.446 | 0.001 | Yes |
H2b | PSR→API | 0.055 | 0.065 | 0.843 | 0.399 | No |
H3 | API→CPI | 0.580 | 0.030 | 19.163 | 0.000 | Yes |
H4a | SOR→CPI→PLY | −0.023 | 0.010 | 2.358 | 0.018 | Yes |
H4b | PSR→CPI→PLY | 0.024 | 0.011 | 2.247 | 0.025 | Yes |
H5a | SOR→API→PLY | −0.064 | 0.022 | 2.951 | 0.003 | Yes |
H5b | PSR→API→PLY | 0.030 | 0.035 | 0.835 | 0.404 | No |
H6 | CPI→PLY | 0.170 | 0.053 | 3.212 | 0.001 | Yes |
H7 | API→PLY | 0.535 | 0.034 | 15.686 | 0.000 | Yes |
Hypotheses | Paths | Group | β | p-Values | STDEV | Path Coefficients-Diff (p-Value) |
---|---|---|---|---|---|---|
H8a | SOR→CPI | Male | −0.155 | 0.000 | 0.044 | 0.399 |
Female | −0.101 | 0.031 | 0.047 | |||
H8b | SOR→API | Male | −0.191 | 0.001 | 0.055 | 0.176 |
Female | −0.068 | 0.341 | 0.072 | |||
H8c | PSR→CPI | Male | 0.183 | 0.000 | 0.051 | 0.189 |
Female | 0.082 | 0.152 | 0.057 | |||
H8d | PSR→API | Male | 0.072 | 0.298 | 0.069 | 0.942 |
Female | 0.081 | 0.453 | 0.108 | |||
H8e | API→ CPI | Male | 0.556 | 0.000 | 0.037 | 0.361 |
Female | 0.608 | 0.000 | 0.042 | |||
H8f | CPI→PLY | Male | 0.290 | 0.000 | 0.046 | 0.047 * |
Female | 0.093 | 0.283 | 0.086 | |||
H8g | API→PLY | Male | 0.534 | 0.000 | 0.045 | 0.817 |
Female | 0.518 | 0.000 | 0.049 |
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Lee, N.; Kim, B.-S. Can International Students’ Risk Perception and Place Image Create an Advantage in Safeguarding Place Loyalty in Post-COVID-19 Tourism? Sustainability 2022, 14, 10633. https://doi.org/10.3390/su141710633
Lee N, Kim B-S. Can International Students’ Risk Perception and Place Image Create an Advantage in Safeguarding Place Loyalty in Post-COVID-19 Tourism? Sustainability. 2022; 14(17):10633. https://doi.org/10.3390/su141710633
Chicago/Turabian StyleLee, Nahyun, and Bong-Seok Kim. 2022. "Can International Students’ Risk Perception and Place Image Create an Advantage in Safeguarding Place Loyalty in Post-COVID-19 Tourism?" Sustainability 14, no. 17: 10633. https://doi.org/10.3390/su141710633