Influencing mechanism of tourism consumption intention： based on the mediating and moderating effects of destination trust and COVID-19 knowledge
GONG Jian1,2,3， HU Li1,2,3， WANG Ziyang4
(1.College of Urban & Environmental Sciences， Central China Normal University， Wuhan 430079， China； 2.Wuhan Branch of China Tourism Academy， Wuhan 430079， China；3.Hubei Provincial Key Laboratory for Geological Process Analysis and Simulation， Central China Normal University， Wuhan 430079， China；4.Xiangyang Cultural and Tourism Market Comprehensive Law Enforcement Detachment， Xiangyang 441100， Hubei，China)
Abstract：After the outbreak of disasters and crises， effective measures taken by tourist destinations to stimulate the consumption intention of tourists are the key factors for the recovery of tourism after disasters. Taking Wuhan City as a typical case， the influencing mechanism model of risk perception on tourism consumption intention was constructed based on COVID-19 knowledge and destination trust of COVID-19. A total of 358 valid questionnaires were collected by referring to maturity scales at home and abroad. Confirmatory factor SEM， mediating effect and moderating effect were analyzed through reliability and validity verification. The results are shown as follows. 1) Tourism risk perception does not directly negatively affect tourism consumption intention. However， tourism risk perception has a negative effect on destination trust， and destination trust has a positive effect on tourism consumption intention. 2) Destination trust has a complete mediating effect between tourism risk perception and tourism consumption intention. 3) The level of COVID-19 knowledge has a significant moderating effect on the influencing mechanism of tourism risk perception and tourism consumption intention. The following suggestions are put forward： 1) improving epidemic prevention and control measures to reduce perceived risks of tourists； 2) positive multiple channel publicity to reshape destination trust； 3) strengthening the knowledge disseminaton of COVID-19 and improving the knowledge of tourists.
龚 箭,胡 立,王紫阳. 旅游消费意愿影响机制：基于目的地信任与疫情知识的中介与调节效应的研究[J]. 华中师范大学学报(自然科学版), 2023, 57(1): 159-170.
GONG Jian,HU Li,WANG Ziyang. Influencing mechanism of tourism consumption intention： based on the mediating and moderating effects of destination trust and COVID-19 knowledge. journal1, 2023, 57(1): 159-170.
2023, Vol. 57 
