Abstract
This study identifies the perceived risk factors of particulate matter (PM) and the effect of the perceived risk factors of PM on the relationship between tourists’ trust and aspiration regarding the tourist destination, the customer return on investment, and the willingness to visit a tourism destination. Accordingly, this study discussed the severity of PM, which plays a key role in causing air quality issues, and classified the factors for perceived risk of PM into physical, psychological, financial, functional, and time risks to verify its effect on consumers’ emotional response and willingness to visit. Data collection for empirical analysis took place in April 2021 for two weeks. A total of 285 significant data points were obtained on tourists with travel experience in the past year. The demographic characteristics were confirmed using SPSS 22.0 (IBM, New York, NY, USA) and AMOS 22.0 (IBM, New York, NY, USA), and the measurement and structural models were verified through a confirmatory factor analysis and structural equation modeling, respectively. The empirical analysis showed that the perceived risk of PM has a negative effect on trust in the tourism destination and desire for it, and the behavioral intention of customers. Furthermore, alternative attractiveness was found to play a significant moderating role. The results of this study proved the negative effect of PMs on tourism destinations and provided implications and insights to present a meaningful strategy for minimizing PMs’ perceived risk.
Highlights
Increased concentrations of particulate matter (PM) and air pollution have detrimental effects on human health and are becoming a serious problem worldwide as they are known to be the leading cause of human death and diseases [1]
The analysis showed that the perceived risk of PM has a statistically significant effect on trust (β = −0.740, p < 0.01) and desire (β = −0.761, p < 0.01)
The analysis showed that the risk of PM perceived by consumers has a very negative effect on trust in and desire for tourism destinations
Summary
Increased concentrations of particulate matter (PM) and air pollution have detrimental effects on human health and are becoming a serious problem worldwide as they are known to be the leading cause of human death and diseases [1]. PM can be divided into two types according to their size. It can be divided into PM10, which is fine dust with a particle diameter of less than 10 μm, and PM2.5, which has a particle diameter of less than 2.5 μm [2]. Inhaling PM10 can irritate human eyes, nose, and throat, and ultrafine particles such as PM2.5 particles can penetrate human lungs and blood, causing very serious diseases [3]. The WHO considered the negative effects of PM on humans and designated it as a group 1 carcinogen (Group 1) [5]
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