Integrating the Perspectives of Planned Behavior Theory and Protection Motivation Theory to Explore the Influences of COVID-19 upon Tourism Activity Arrangements

Integrating the Perspectives of Planned Behavior Theory and Protection Motivation Theory to Explore the Influences of COVID-19 upon Tourism Activity Arrangements

The outbreak of COVID-19, in addition to seriously affecting human health, often causes serious economic losses to the country, and the tourism industry（such as tourism, aviation, hospitality, catering, etc.）especially bears the primary brunt. In view of this, this study integrates ''Theory of Planned Behavior''（TPB）and ''Protection Motivation Theory''（PMT）as its theoretical framework to explore the factors affecting people's travel arrangements under the impact of the COVID-19. By taking the general public in Taiwan as the research subject and collecting data via questionnaires, this study comes up its analytic results showing that all the hypotheses are verified to be ''supported''. Therefore, the finding of this study is indeed helpful to understand the relevant theories, help the industry to develop follow-up responses, and also to provide assistance for related government departments to formulate solutional projects of relieving public difficulties or as the reference for tourism policies.