Understanding Combined Health and Business Risk Behaviour: Small Tourism Firm Owners Reopening Amid COVID-19 in Pingyao, China

This study explores the psychological factors affecting small tourism firm (STF) owners’ decision making about reopening businesses in the midst of COVID-19 based on protection motivation theory and the theory of planned behaviour. The data were collected from a sample of 300 STFs in the Ancient Cit...

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Bibliographic Details
Published in:Behavioral sciences 2022-09, Vol.12 (10), p.358
Main Authors: Zhang, Haizhou, Shi, Zhaoyuan, Chen, Jieqi, Zhang, Ziang
Format: Article
Language:English
Subjects:
Ancient City of Pingyao (ACPY)
Attitudes
Behavior
Cognition & reasoning
Coronaviruses
COVID-19
Decision making
Feasibility studies
Infections
Management of crises
Pandemics
Physiology
protection motivation theory
Public health
reopen business
risk decision
small tourism firm
Stress
theory of planned behaviour
Threats
Tourism
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Summary:This study explores the psychological factors affecting small tourism firm (STF) owners’ decision making about reopening businesses in the midst of COVID-19 based on protection motivation theory and the theory of planned behaviour. The data were collected from a sample of 300 STFs in the Ancient City of Pingyao when the lockdown policy was lifted in China. A symmetric approach, i.e., partial least squares structural equation modelling (PLS–SEM), and an asymmetric model, i.e., a fuzzy set/qualitative comparative analysis (fsQCA), were used to analyse the net effect of the psychological determinants and correlations between the variables leading to high and low behavioural intentions to reopen businesses. The results indicate that social norms and perceived business uncertainty were the critical factors influencing the intention to reopen. The pathway (low perceived risk of infection, low perceived business uncertainty, high reward, high response efficacy, high self-efficacy, high attitude, and high subjective norm) was only one configuration for a high intention to reopen. The study results are discussed based on dual-process theory, and practical implications are offered to guide STF recovery amid COVID-19.
ISSN:2076-328X
2076-328X
DOI:10.3390/bs12100358