Title: Tourists' post-COVID-19 risks perceptions and revisit intention to coastal tourism destinations

Authors: Md. Kamrul Hasan; Rudrendu Ray

Addresses: Department of Business Administration, BGMEA University of Fashion and Technology, Bangladesh ' Department of Marketing, University of Rajshahi, Bangladesh

Abstract: Tourists' travel anxiety, risks, and experiences encountered during the COVID-19 pandemic continue to persist as significant memories that may influence their intentions to visit affected destinations in the future. This study aims to investigate the extent to which tourists' post-COVID-19 risk perceptions may alter their intentions to revisit these affected tourism destinations. Data were collected from Cox's Bazar beach area, Bangladesh when the COVID-19 pandemic situation seemed to be improved. A conceptual framework was developed and the relationship between the key constructs used in the framework was examined by a PLS-based SEM. The study reveals that tourists' attitudes, image perceptions, and satisfaction directly influence their revisiting intentions to coastal destinations; and post-COVID-19 perceived destination risks significantly moderate tourists' attitudes towards visiting coastal destinations and revisit intention relationships. The study has significantly contributed to the body of knowledge in tourism consumer behaviour literature, and it will be useful in developing post-COVID tourism marketing tactics that encourage travellers to consider returning to coastal tourist destinations.

Keywords: perceived risk; post-COVID travel; destination image; tourist attitude; revisit intention; coastal tourism.

DOI: 10.1504/IJLTM.2025.146090

International Journal of Leisure and Tourism Marketing, 2025 Vol.8 No.3, pp.206 - 224

Received: 07 Dec 2023
Accepted: 07 Aug 2024
Published online: 06 May 2025 *

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