Ceding to their fears: a taxonomic analysis of the heterogeneity in COVID-19 associated perceived risk and intended travel behaviour

Abstract

ABSTRACT Research into the impact of the COVID-19 pandemic on tourists’ psyche represents a new and growing discourse within contemporary tourism. This study established and segmented post-COVID-19 pandemic tourists based on three psychographic factors of perceived risk. Data were generated from a self-administered online survey of 323 respondents. Exploratory factor analysis identified a triad of perceived risk factors associated with the COVID-19 pandemic. Hierarchical cluster analysis supported a three cluster solution to comprise dogmatic, sceptical and apprehensive tourists, respectively. The findings show that there are discernable and statistically significant differences across the tourist typologies concerning the influence of media profile on tourist decision-making, the perceived safety of travel and tourism activities, and tourists’ behaviour (travel intentions) after the COVID-19 pandemic. Thus, implying that psychographic profiling will be critical in market segmentation and tourists’ targeting with post-crisis communication and marketing promotion in line with their predilections. As a primer to future COVID-19-related behavioural studies, this explorative research contributes critical data driven behavioural insights to enhance the extent of the tourism literature and support tourism practitioners’ tourism marketing decision-making.