Can the value-attitude-behavior model and personality predict international tourists’ biosecurity practice during the pandemic?

Abstract

Biosecurity is vital for preventing the introduction of exotic fauna, flora, and disease from one territory into another. Attention to biosecurity measures has become an important element of responses to the COVID-19 pandemic. However, there is limited theoretically informed research on tourist biosecurity behavior. To fill this research gap, an integrated research framework with value-attitude-behavior and personality theories is used to identify what influences tourist biosecurity behavior during the COVID-19 pandemic. Data was collected in September 2020 from Americans who had traveled overseas and analyzed by structural equation modeling, multi-group analysis, and deep learning. Results show that value has the greatest effects on attitude followed by personal and social norm on biosecurity for traveling during the pandemic. Personalities significantly moderate the linkages between attitude, personal norm, and behavior. Deep learning confirmed the best prediction of the current model and the importance of personal norms.