ARTICLE | Journal of Travel Research | Vol. 61, 2022

Abstract

This article investigates how the perceived threats caused by COVID-19 affect consumers’ travel choices and actions by influencing their intentions to seek variety. Four studies show that the perceived threat of COVID-19 increases variety seeking in travel choices. Study 1 finds that travelers who perceive a greater threat of COVID-19 tend to undertake more varied activities during their travel. Study 2 shows that the main effect exists only for individuals who have previously visited the destination. Study 3 replicates the moderating effect of previous visiting experience by using a different way to manipulate the perceived threat of COVID-19. Study 4 illustrates the moderating impact of another important factor: the number of travelers included in the companies’ communication messages. The article concludes by discussing the theoretical and managerial implications of the findings.