The Impact of Perceived Quality of Government Subsidies on Residents’ Travel Intention Post-COVID-19 in Wuhan, China

Abstract

To stimulate tourism demand and promote internal circulation, government subsidy policies have been introduced in many places in recent years due to public health concerns. In this paper, we propose a mechanistic model of the impact of the perceived quality of government subsidies on the travel intentions of residents based on consumer perception. Data were collected from Wuhan, China for empirical analysis. The results of this study showed that the perceived quality of government subsidies influenced travel intentions through the perceived behavioral control of travel consumers. Government subsidies were more likely to promote perceived behavioral control among residents with higher public health concerns, and their willingness to travel was stronger. Predicted risks undermine the positive effect of the perceived quality of government subsidies on travel intentions. The analysis suggested that a precise implementation of subsidy policies can enhance the efficiency of effects. We are keen to help China’s tourism market sustain growth in the post-COVID-19 period.