Consumer Behavior in Tourism in Health Crises: A Model Using the Theory of Protection Motivation in Farm Hotels

Rezende, Daniela; Gosling, Marlusa; Castro, Nayane de

doi:10.15728/bbr.2022.1256.en

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Article • BBR, Braz. Bus. Rev. 21 (3) • 2024 • https://doi.org/10.15728/bbr.2022.1256.en linkcopy

Consumer Behavior in Tourism in Health Crises: A Model Using the Theory of Protection Motivation in Farm Hotels

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The impacts of a health crisis on the tourism sector may be severe, as occurred in the current Covid-19 pandemic. The behavior of tourists, due to perceived risk, may suffer alterations and needs to be understood so that efficient strategic actions can be created to allow for the fast recovery of the economy in such a sector. Therefore, this study has the purpose for investigating the existing relations between perceived risk and its precedents and the intention of visiting and the willingness to pay more for farm hotels during a health crisis. Quantitative research was conducted through a survey, which had 441 valid respondents. Data was analyzed through the characterization of the sample, confirmatory factorial analysis, a structural model, and an importance-performance matrix. Therefore, there was a validation of the Theory of Motivation of Protection, in addition to establishing the positive association between Travel Motivation and Willingness to Pay More, with Travel Motivation being a predictor for future intentions.

KEYWORDS:
Pandemic; Perceived Risk; Intention to travel; Willingness to pay more; Theory of motivation of protection

CONSTRUCT	DIMENSION	ABBREVIATION	INDICATOR	SOURCE
Perceived Risk	Physical Risk		*When visiting a farm hotel, I am afraid of… .*	Khan et al. (2017)
		RFIS1	..contracting Covid-19 during meals.
		RFIS2	...contracting epidemic diseases, such as Coviid-19.
		RFIS3	...being exposed to Covid-19 due to agglomerations.
	Financial Risk		*When thinking about traveling to a farm hotel during a pandemic, I am afraid that ...*
		RFIN1	...it is not worth it economically.
		RFIN2	...I will have unexpected expenses.
		RFIN3	...it will be more expensive than other types of housing.
	Psychological and Social Risk		*To travel to a farm hotel during a pandemic....*
		RPSI1	...is not compatible with my self-image.
		RPSI2	..impacts the way that I am seen by my friends.
		RPSI3	...does not bring personal satisfaction.
		RPSI4	...does not correspond to my status (social class).
	Performance Risk		*I consider that…*
		RDES1	...farm hotels during a pandemic may be very crowded.
		RDES2	...the services of the farm hotels may be unsatisfactory.
		RDES3	...some services of the farm hotel may not be working due to the pandemic.
		RDES4	..the employees may not be kind during a pandemic due to the risk of contracting Covid-19.
	Time Risk	RTEM1	To travel to a farm hotel during a pandemic would be a waste of time.
		RTEM2	To travel to a farm hotel during a pandemic would prevent me of using my precious time of rest.
		RTEM3	To plan and to prepare to a trip to a farm hotel during a pandemic would take a lot of time.
Motivation of Protection	Gravity	GRAV1	I worry that me and my family will be infected by Covid-19.	Deng et al. (2020)
		GRAV2	During a pandemic, I think about which places the Covid-19 virus is present.
		GRAV3	I believe that the pandemic will still be present for a very long time.
		GRAV4	The things around me always remind me that the pandemic is nearby.
		GRAV5	I use to suspect that the people around me may be infected by Covid-19
		GRAV6	I avoid contact with other people, believing that this diminishes the risk of infection.
	Vulnerability	VULN1	In general, I am very susceptible to colds, flu and other infectious diseases.	Duncan et al. (2009)
		VULN2	If a disease is “circulating” I will contract it.
		VULN3	My immune system protects me from most of the diseases that other people contract.
		VULN4	I have higher probability than other people around me of contracting Covid-19
		VULN5	My previous experiences make me believe that is unlikely that I contract Covid-19, even if my friends do.
	Self-efficiency		*I may prevent myself from Covid-19...*
		AEFI1	...by washing my hands and using alcohol in gel.	Chua et al. (2021)
		AEFI2	..by using a mask. .
		AEFI3	...keeping social distance.
	Efficiency of the Response	EFI1	In case I decide to travel, I consider that a farm hotel is an effective housing in the reduction of the risk of contracting Covid-19.	Lee et al. (2019)
		EFI2	By being in contact with the nature is an effective way of reducing the chance of contracting Covid-19 n a trip.
		EFI3	To keep social distance in a farm hotel is an effective way to reduce the chance of contracting Covid-19 in a trip.
		EFI4	To use a mask in a hotel is an effective way of reducing the chance of contracting Covid-19 in a trip.
Travel Motivation			*In case I decide to travel to a farm hotel is to… .*	Hosany et al. (2020)
	Escapism	MVESC1	...stay way from all of this.
		MVESC2	...escape from the routine.
		MVESC3	...forget everything.
	Relaxing	MREL1	...relax.
		MREL2	...be near the nature.
		MREL3	...enjoy the view.
		MREL4	...reduce the accumulated tension.
	Enthusiasm	MENT1	...do exciting things.
		MENT2	...enjoy the news.
		MENT3	...feel joy.
	Learning	MAPR1	...know more about the local history of the area.
		MAPR2	...learn about the culture of the region.
		MAPR3	...discover new places.
Prevention Protocols		PREV1	To implement body temperature verification for clients at the entry.	Lai and Wong (2020)
		PREV2	To provide enough protection materials (such as masks) for the employees.
		PREV3	To educate the employees about the prevention knowledge of epidemics.
		PREV4	To remind guests of the importance of prevention of epidemics.
		PREV5	To implement enough cleaning and disinfection in the public areas of hotels.
		PREV6	To implement enough cleaning and disinfection in hotel rooms.
Intention to Travel		INT1	I would like to travel to a farm hotel in a near future, even during a pandemic.	Bae and Chang (2021)
		INT2	I am planning on going to a farm hotel in a near future, even during a pandemic.
		INT3	I will make an effort to travel to a farm hotel in a near future, even during a pandemic.
		INT4	I will certainly invest time and money to travel to a farm hotel in a near future, even during a pandemic.
Willingness to Pay More			*What is your willingness to pay more in a farm hotel…*	Hultman et al. (2015)
		DISP1	...which its practices favor the environmental preservation?
		DISP2	... in comparison to an “ordinary’ hotel?
		DISP3	...that offers a safer environment regarding sanitary protocols?
		DISP4	...that genuinely shows concern in protecting the guests’ health?
		DISP5	...that embodied edge technology to avoid contamination?

Item	Amount	Percentage
Gender
Female	350	79,37%
Male	88	19,95%
Rather not inform	3	0,68%
Others	0	0,00%
Total	441	100,00%
Schooling
Incomplete elementary	1	0,23%
Complete high school	17	3,85%
Complete college	106	24,04%
Incomplete college	15	3,40%
Post-graduation or more	302	68,48%
Total	441	100,00%
Age range
Between 18 and 25 years old	14	3,17%
Between 26 and 35 years old	61	13,83%
Between 36 and 45 years old	195	44,22%
Between 46 and 55 years old	135	30,61%
Between 56 and 65 years old	29	6,58%
Over 66 years old	7	1,59%
Total	441	100,00%
Estado Civil
Single	57	12,93%
Married or in a stable relationship with no kids	39	8,84%
Married or in a stable relationship with kids at school age	268	60,77%
Married or in a stable relationship with grown kids	35	7,94%
Separated or divorced without children	10	2,27%
Separated or divorced with children at school age	21	4,76%
Separated or divorced with grown children	11	2,49%
Total	441	100,00%
Family income
0 to 2 minimum wages (up to R$ 2.200)	9	2,04%
2 to 5 minimum wages (from R$2.200,01 to R$ 5.500,00)	43	9,75%
5 to 10 minimum wages (from R$ 5.500,01 to R$ 11.000,00)	105	23,81%
10 to 20 minimum wages (from R$ 11.000,01 to R$ 22.000,00)	166	37,64%
Above 20 minimum wages (above R$ 22.000,00)	118	26,76%
Total	441	100,00%
Have you ever had Covid-19?
No	387	87,76%
Yes	54	12,24%
Total	441	100,00%
Do you have any comorbities?
No	367	83,22%
Yes	74	16,78%
Total	441	100,00%
Do you live with people from the risk group?
No	285	64,63%
Yes	156	35,37%
Total	441	100,00%

Construct	Dimension	Indicator	Estimation of Path
Perceived Risk	Physical Risk	RFIS	0,89
		RFIS2	0,90
		RFIS3	0,84
	Financial Risk	RFIN1	0,89
		RFIN2	0,87
		RFIN3	0,74
	Psychological Risk	RPSI1	0,91
		RPSI2	0,75
		RPSI3	0,82
	Performance Risk	RDES1	0,75
		RDES2	0,80
		RDES4	0,73
	Time Risk	RTEM1	0,88
		RTEM2	0,89
		RTEM3	0,83
Motivation of Protection	Gravity	GRAV1	0,81
		GRAV2	0,81
		GRAV4	0,75
		GRAV5	0,78
		GRAV6	0,75
	Vulnerability	VULN1	0,72
		VULN2	0,75
		VULN3	0,83
		VULN4	0,80
		VULN5	0,78
	Self-efficiency	AEFI1	0,78
		AEFI2	0,89
		AEFI3	0,85
	Efficiency of the Response	EFI1	0,94
	Efficiency of the Response	EFI2	0,75
Motivation to Travel	Escapism	MVESC1	0,67
		MVESC2	0,79
		MVESC3	0,80
	Relaxation	MREL1	0,86
		MREL2	0,89
		MREL3	0,88
		MREL4	0,80
	Enthusiasm	MENT1	0,87
		MENT2	0,90
		MENT3	0,76
	Learning	MAPR1	0,90
		MAPR2	0,92
		MAPR3	0,83
Prevention Protocols		PREV2	0,86
		PREV3	0,91
		PREV4	0,72
		PREV5	0,80
		PREV6	0,82
Intention		INT1	0,87
		INT2	0,90
		INT3	0,95
		INT4	0,95
Willingness to Pay More		DISP3	0,93
		DISP4	0,95
		DISP5	0,92

	Cronbach’s Alpha	Composed Reliability	Extracted average variance
Learning	0,86	0,91	0,78
Self-efficiency	0,80	0,88	0,70
Willingness to Pay More	0,93	0,95	0,87
Efficiency of the Response	0,64	0,84	0,72
Enthusiasm	0,80	0,88	0,72
Escapism	0,65	0,80	0,57
Gravity	0,84	0,89	0,61
Intention to Visit	0,94	0,96	0,85
Prevention Protocols	0,88	0,91	0,68
Relaxation	0,88	0,92	0,73
Financial Risk	0,79	0,87	0,70
Physical Risk	0,85	0,91	0,77
Psychological Risk	0,77	0,87	0,69
Time Risk	0,83	0,90	0,75
Performance Risk	0,64	0,80	0,58
Vulnerability	0,84	0,88	0,61

	MAPR	EFI	DISP	EFI	MENT	MESC	GRAV	INT	PREV	MREL	RFIN	RFIS	RPSI	RTEM	RDES	VULN
MAPR	0.88
EFI	0.07	0.84
DISP	0.12	0.29	0.93
EFI	-0.23	0.02	-0.11	0.85
MENT	0.60	0.03	0.13	-0.31	0.85
MESC	0.29	0.08	0.15	-0.32	0.41	0.76
GRAV	-0.05	0.39	0.20	0.24	-0.13	-0.04	0.78
INT	0.26	-0.08	0.13	-0.50	0.34	0.28	-0.32	0.92
PREV	0.19	0.38	0.38	-0.07	0.15	0.25	0.26	0.03	0.83
MREL	0.47	0.09	0.19	-0.33	0.59	0.55	-0.10	0.33	0.28	0.86
RFIN	0.04	0.08	0.06	0.06	0.00	0.01	0.12	-0.14	-0.02	-0.07	0.84
RFIS	-0.13	0.25	0.11	0.33	-0.18	-0.07	0.65	-0.38	0.16	-0.20	0.18	0.88
RPSI	-0.11	0.15	0.08	0.25	-0.22	-0.15	0.32	-0.44	0.04	-0.23	0.33	0.36	0.83
RTEM	-0.20	0.07	-0.05	0.29	-0.30	-0.19	0.35	-0.48	-0.03	-0.39	0.38	0.39	0.56	0.87
RDES	-0.17	0.20	0.03	0.27	-0.18	-0.04	0.42	-0.29	0.07	-0.20	0.27	0.49	0.38	0.44	0.76
VULN	-0.03	0.07	-0.04	0.10	-0.02	0.08	0.26	-0.10	0.00	-0.03	0.20	0.25	0.10	0.23	0.23	0.78

	Structural Relations	Path coefficient	Level of significance	Result
H1	Perceived Risk ➔ Financial Risk	0,54	0,00^*	Supported
	Perceived Risk ➔ Physical Risk	0,71	0,00^*
	Perceived Risk ➔ Psychological Risk	0,75	0,00^*
	Perceived Risk ➔ Time Risk	0,81	0,00^*
	Perceived Risk ➔ Performance Risk	0,71	0,00^*
H2	Perceived Risk ➔ Intention to visit	-0,43	0,00^*	Supported
H3	Perceived Risk ➔ Willingness to pay more	0,08	0,09	Not supported
H4	Prevention Protocols ➔ Intention to visit	-0,01	0,72	Not supported
H5	Prevention Protocols ➔ Willingness to pay more	0,35	0,00^*	Supported
H6	Prevention Protocols ➔ Perceived Risk	-0,01	0,89	Not supported
H7	Motivation of Protection ➔ Self-efficiency	0,55	0,00^*	Supported
	Motivation of Protection ➔ Efficiency of the response	0,34	0,00^*
	Motivation of Protection ➔ Gravity	0,87	0,00^*
	Motivation of Protection ➔ Vulnerability	0,61	0,00^*
H8	Motivation of Protection ➔ Perceived risk	0,54	0,00^*	Supported
H9	Motivation to Travel ➔ Learning	0,75	0,00^*	Supported
	Motivation to Travel ➔ Enthusiasm	0,16	0,00^*
	Motivation to Travel ➔ Escapism	0,84	0,00^*
	Motivation to Travel ➔ Relaxation	0,87	0,00^*
H10	Motivation to Travel ➔ Perceived risk	-0,25	0,00^*	Supported
H11	Motivation to Travel ➔ Intention to visit	0,26	0,00^*	Supported
H12	Motivation to Travel ➔ Willingness to pay more	0,12	0,02^**	Supported

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[TFN1] Source: Adapted by Mitchell (1992)

Social Risk	is the risk in which the selection of the service provider affects in a negative form the perception of other people about the buyer.
Financial Risk	is the risk in which the acquired service does not reach the better profit possible for the consumer.
Physical Risk	is the risk that the execution of a service will result in danger for the consumer’s health.
Performance Risk	is the risk that the consumer will waste time, lost of convenience or waste of effort to re-do a service.
Time Risk	is the risk that the consumer will waste time, loss of convenience or wasted effort to re-do a service.
Phychological Risk	is the risk that the selection or performance of a producer will have a negative effect on the piece of mind or self-perception of the consumer.