Causal Relationships Between Risk Perception, Travel Anxiety, Travel Preparations for Travel Medicine, Travel Attitude, and Travel Intention in the New Normal Era
คำสำคัญ:
Travel Medicine; Travel Anxiety; Risk Perception; Travel Intention; New Normalบทคัดย่อ
This study investigates the causal relationships between risk perception, travel anxiety, travel preparations for travel medicine, travel attitude, and travel intention among Thai tourists in the New Normal Era (post-covid-19 pandemic). The sample consists of 400 Thai tourists aged 18 years and above who intend to travel abroad or have previously travelled abroad within the past or next six months. Data were acquired through the administration of a questionnaire that demonstrated a reliability coefficient of 0.962 and subsequently subjected to analysis utilizing structural equation modelling (SEM). The study reveals that in the New Normal Era, travel intentions, travel medicine preparations, attitudes towards travel, and risk perception are notably high, while travel anxiety remains moderate. Risk perception, travel anxiety, and preparations for travel medicine directly impact travel attitudes. Additionally, these factors, along with travel attitudes, directly influence travel intentions. Moreover, risk perception, travel anxiety, and travel medicine preparations indirectly affect travel intentions through travel attitudes, highlighting the complexity of travel behaviour in the current context. The results offer practical implications for public and private organizations to enhance knowledge of travel medicine among Thai travellers. Moreover, the findings can inform the development of appropriate public health strategies for preparing travellers’ health before, during, and after travel, particularly concerning vaccine-preventable diseases and travel insurance for tourists. These measures will contribute to elevating Thailand's tourism sector to align with the modern travel era.
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