The Relationship between Perceived Risks and Campsite Selection in the COVID-19 Era

Abstract

Although camping as a form of leisure tourism has grown increasingly popular since the onset of the COVID-19 pandemic, research on factors influencing campsite selection is still limited. This study aims to explore the relationship between perceived risk and campsite selection. We constructed a moderated mediation model and tested whether destination image acted as a mediator in this association, and whether tourists’ camping knowledge level moderated the indirect effect of destination image. Three hundred and twenty-five Chinese participants filled out questionnaires regarding perceived risk, campsite selection, destination image, and level of camping knowledge. The results revealed that perceived risk had a significant direct impact on destination image and campsite selection, and destination image mediated the relationship between perceived risk and campsites. Camping knowledge level moderated the indirect effect. Specifically, the influence of destination image on campsite choice was more significant for participants with a higher level of camping knowledge. These results explain the relationship between campers’ risk perception and campsite selection. This study has practical implications for individuals’ camping choices and the marketing strategies of related companies.