This study aims to investigate the relationships among the believability of information, perceived severity and vulnerability, fear, and travel intentions during the early COVID-19 pandemic, using Cognitive Appraisal Theory to understand how these factors influence travel behavior in a crisis.
A survey was conducted in the first week of May 2020, collecting responses from 1,017 Americans. Structural equation modeling was employed to test a conceptual model examining the effects of believable information on perceived severity and vulnerability, fear, and intentions for solo and group travel.
The results indicate that believable information significantly heightened perceived severity and vulnerability, which increased fear. Elevated fear levels were associated with decreased intentions for group travel, while solo travel intentions remained unaffected.
Hospitality and tourism businesses can mitigate revenue losses by targeting solo travelers through enhanced safety measures (e.g. contactless services, private experiences, and sanitized accommodations) and tailored marketing that emphasizes control, flexibility, and low-risk options, strategies that remain relevant for post-crisis recovery and future disruptions.
This study is among the first to apply Cognitive Appraisal Theory to travel behavior during a global health crisis, offering a novel model that highlights the distinct resilience of solo travel intentions. It provides actionable insights for the hospitality and tourism industry to strategize crisis management and recovery.
