Ocena postrzegania podróżowania jako wolnego od ryzyka oraz planów turystów dotyczących odwiedzania nocnych targów po pandemii COVID-19: badanie empiryczne
DOI:
https://doi.org/10.18778/0867-5856.32.2.09Słowa kluczowe:
turystyka po pandemii COVID-19, gospodarka nocna, nocne targi, turystyka nocna, postrzeganie podróży jako wolnej od ryzyka, teoria planowanego zachowania, procesy podejmowania decyzji przez turystówAbstrakt
W przeszłości badania nad turystyką i korzystaniem z nocnych targów podejmowane były przede wszystkim przez rządy i osoby zajmujące się badaniem aktualnych produktów i strategii rozwojowych i miały formę badań opisowych. Brak w literaturze badań empirycznych, których autorzy analizowaliby postrzeganie rozwoju nocnych targów przez turystów. Co istotne, z powodu pandemii COVID-19 badanie produktów, usług i opinii turystów na ich temat stało się wyzwaniem. Celem artykułu jest zbadanie związków pomiędzy postawami, subiektywnymi normami (SN), postrzeganą kontrolą zachowania (PBC), postrzeganiem podróży jako wolnej od ryzyka a zamiarem odwiedzenia nocnych targów po pandemii COVID-19. Zastosowano metodę jakościową z wykorzystaniem ankiety internetowej, w której wzięło udział 387 respondentów, a następnie przeprowadzono empiryczną weryfikację zaproponowanych hipotez za pomocą SPSS i AMOS. Wyniki wskazują, że postawy, subiektywne normy, postrzegana kontrola zachowania i postrzeganie podróży jako wolnej od ryzyka mają pozytywny wpływ na zamiary podróżujących. Co więcej, subiektywne normy wykazują także znaczny pozytywny wpływ na postawy, postrzeganą kontrolę zachowania i postrzeganie podróży jako wolnej od ryzyka. W sekcji końcowej autorzy omawiają teoretyczne i praktyczne implikacje wyników oraz ich ograniczenia.
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