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Browsing by Subject "Protection motivation theory"
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Item Consumers' dining behaviors during the COVID-19 pandemic: An Application of the Protection Motivation Theory and the Safety Signal Framework(Elsevier, 2022) Wen, Han; Liu-Lastres, Bingjie; Tourism, Conventions, and Event Management, School of Health and Human SciencesWith the long-lasting impacts of the COVID-19 pandemic, it is critically important that restaurateurs understand predictors of consumers' dining behaviors to better foster strategies to recover their revenue during the re-opening stage. Based on the Safety Signal Framework and the Protection Motivation Theory, this study developed and tested a model investigating the combined effects of restaurateurs' measures and consumers' protective motivations on their dine-out frequencies and dine-in likelihoods. Consistent with propositions of the Protection Motivation Theory, the results confirmed that both the threat and coping appraisals influenced consumers’ dining behaviors. The coping appraisal process is affected by “access to servicescape,” “servicescape,” and “communication.” Additionally, the results of the gap analysis revealed four safety signaling strategies perceived as effective by consumers but with a low implementation rate in the restaurant industry. Theoretical and practical implications were provided to restaurateurs.Item Travellers' self-protections against health risks: An application of the full Protection Motivation Theory(Elsevier, 2019-09-01) Wang, Jie; Liu-Lastres, Bingjie; Ritchie, Brent W.; Mills, Deborah J.Ensuring travellers' health and well-being is an important issue in tourism management and public health. By applying and testing the Protection Motivation Theory (PMT), this study serves as one of the early attempts in tourism to explore travellers' self-protective behavior against health risks. This study conducted semi-structured interviews and an online survey. Consistent with the PMT, this study found that both threat and coping appraisals can enhance travellers' protection motivations, which in turn affect their actual behaviors. This study also provided interpretation of maladaptive perception in a tourism context and found its negative association with coping appraisal. Implications were provided on how to encourage travellers to protect themselves against health risks.