The COVID-19 crisis and factors driving international tourists’ preferences for contactless dining services

Abstract

Purpose The purpose of this study is to integrate the theory of planned behavior and the protection motivation theory to propose a theoretical framework for examining the influence of attitude, perceived behavioral control and subjective norms on international tourists’ intentions to select restaurants with contactless dining services (CDSs) as a protective behavior against COVID-19. This study further tested the moderation effects of subjective norms on attitude and perceived behavioral control links with intention. Design/methodology/approach In all, 344 international tourists completed questionnaires via QR-coded Google forms in Phuket Old Town and Patong Beach in Thailand. Data analysis was conducted by SPSS and Smart-PLS (partial least square). Findings Intention to select a restaurant with CDSs was influenced by attitude, perceived behavioral control and subjective norms. Subjective norms had a significant negative moderating effect on attitude and intention links. However, the moderation effect of tourists’ subjective norms on the connection between their perceived behavioral control and intention toward restaurant dining was not proved. Practical implications Providing CDSs could be a quick solution to decrease the devastating effect of the COVID-19 pandemic on the restaurant industry. Originality/value This study incorporated CDSs to expand the application of the integrated model of theory of planned behavior and protection motivation theory as a theoretical basis in the restaurant industry to explain how international tourists’ behavioral choices may change during the pandemic in Thailand. This study also contributes to the travel risk literature by highlighting the influence of attitude anchored on risk and efficacy beliefs (perceived vulnerability, severity and response efficacy) in predicting protective behavioral intention.