Covid-19 and Revisit Intention: Evaluation of Destination Social Responsibility, Visitor Satisfaction, Perceived Value, and Fear Arousal

Özet

Purpose – This study is an attempt to understand the changes in consumer behavior in the tourism industry related to the pandemic affecting society. This study aimed to evaluate the direct and indirect effects of destination social responsibility (DSR) on the revisit intention of visitors who once visited Turkey before the Covid-19 pandemic breakthrough. Moreover, this research aimed to investigate fear arousal as a moderating effect between tourists' intention of repeat visits and its associated antecedents due to COVID-19. Design/methodology/approach – The research model was examined empirically by targeting 388 tourists from 10 different countries. Structural equation modeling (SEM) was used to analyze the gathered data. Findings –The outcomes of the study demonstrated that DSR is positively and remarkably affected by TS and PV. Also, the results showed that PV has a mediating impact on revisit intention. On the other hand, findings showed that TS has not a remarkable and positive effect on revisit intention. Moreover, the results revealed that FA has a moderation effect on the relationship between DSR-RI, TS-RI, and PV-RI. Discussion – A finding that emerged at the end of this study and contradicted previous studies was obtained. It is a generally accepted phenomenon in the literature that tourist satisfaction has a positive and significant effect on revisit intention. Results show that fear of COVID-19 affects perceived value, tourist satisfaction, and revisit intention differently. Tourist satisfaction and perceived value are undoubtedly two important mediating variables. This contributes to the tourism literature on tourist behaviors.