The relationship between coping appraisal, self-protection behaviors and travel intention of inbound tourists in the new normal in Can Tho city

Abstract

Protection motivation theory (PMT) has been applied in multidisciplinary studies, including tourism. This study was conducted to examine the relationship between coping appraisal (self-efficacy and responsive efficacy), self-protective behavior and travel intention of inbound tourists in the context of new normal (post-Covid-19) in Can Tho city. It surveyed 315 tourists intending to visit Can Tho city under the new normal condition and used the CB-SEM structural modeling method to analyze the data. The research results show that there is a positive relationship between coping appraisal with self-protective behavior and intentions. Thereby the research shows more clearly the behavior of domestic tourists in the context of new normal (post-Covid-19), from which some governance implications are given to be utilized.