Understanding the Behavioral Intentions about Holidays in the Shadow of the COVID-19 Pandemic: Application of Protection Motivation Theory.

The research aims to investigate the emotional response and protective behaviors of domestic tourists’ post-pandemic period and their holiday intentions or holiday avoidance behaviors. For this reason, understanding tourist behavior during and after significant tourism crises is critical for the recovery of the tourism industry. To achieve this aim, first, we examine the effects of perceived vulnerability and perceived severity factors in the threat appraisal of domestic tourists, the effects of the response efficacy, response cost, and self-efficacy factors in the coping appraisal, and the effects of fear and hope factors as the anticipatory emotion responses regarding protection motivation.