The role of pandemic risk communication and perception on pro-environmental travel behavioral intention: Findings from PLS-SEM and fsQCA

Abstract

This study examines how risk communication and risk perception related to the pandemic affect tourists' intention to engage in pro-environmental travel behavior. An online survey was conducted, yielding 449 valid responses. The data was analysed using Partial Lease Square – Structural Equation Modeling (PLS-SEM) and fuzzy-set qualitative comparative analysis (fsQCA). The results indicate that risk communication and cognitive risk perception significantly impact pro-environmental travel behavioral intention (PETBI). Although the output of PLS-SEM does not support the positive effect of affective risk perception on PETBI, the results of fsQCA support this relationship. Additionally, this study confirms the mediating role of cognitive risk perception between risk communication and PETBI. Environmental responsibility is found as a significant mediator between affective and cognitive risk perception and environmental moral obligation, while environmental concern is established as a significant mediator between cognitive risk perception and environmental moral obligation. Although social influence did not moderate the relationship between environmental moral obligation and PETBI, based on the results of the fsQCA, it can positively influence PETBI. These findings provide valuable insights for the tourism industry in China and other countries, enabling them to develop effective strategies to address risk communication and perception of the pandemic and promote pro-environmental travel behavior. Furthermore, the study offers theoretical and managerial implications for scholars and practitioners alike.