Tourism Risk Perception and Travel Behavioural Intention in the ‘New Normal’ World: A Case Study of Australian Generations Y and Z

Abstract

Following the turbulences caused by the Covid-19 pandemic, the tourism industry continues to be challenged by post-pandemic uncertainties. This study sought to explore travel risk perceptions and adaptive behavioural intention among Australian Generations Y and Z in the ‘new normal’. To achieve this, a conceptual framework was developed, integrating the Theory of Planned Behaviour, Protection Motivation Theory, and Risk-as-Feelings Theory, and was empirically examined using a dataset of 380 responses obtained from an online survey. The results of structural equation modelling supported the associations between cognitive-affective risk perceptions, attitude, subjective norms, coping appraisal, and adaptive behavioural intention. Furthermore, the findings confirmed the mediating roles of affective risk perception and coping appraisal and underscored the impact of generational differences on affective risk perception. Finally, theoretical and practical implications were discussed, together with limitations and future research directions.