Authors: Jie Wang, Bingjie Liu-Lastres, Brent W.Ritchie, and Deborah J.Mills
29 June 2019
Ensuring travellers’ health and well-being is an important issue in tourism management and
public health. By applying and testing the Protection Motivation Theory (PMT), this study serves
as one of the early attempts in tourism to explore travellers’ self-protective behavior against
health risks. This study conducted semi-structured interviews and an online survey. Consistent
with the PMT, this study found that both threat and coping appraisals can enhance travellers’
protection motivations, which in turn affect their actual behaviors. This study also provided
interpretation of maladaptive perception in a tourism context and found its negative association
with coping appraisal. Implications were provided on how to encourage travellers to protect
themselves against health risks.
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