Factors affecting future travel intentions: awareness, image, past visitation and risk perception

Purpose This study aims to examine the influence of destination awareness, cognitive and affective image, risk perception and past visitation on the intention to visit a tourist destination (a medium-sized city) in the next 12 months. Design/methodology/approach Partial least squares structural equation modeling was adopted to examine the data collected from 714 domestic holidaymakers. Findings Results demonstrate that awareness, cognitive and affective image, past visitation, perceived risk of traveling and perceived risk in international versus domestic travel are key factors; safety concerns enhance the cognitive image and perceived safety of the destination, but increase the perceived risk of traveling; and perceived social risk increases the perceived risk of traveling. Research limitations/implications Data collection from only one country limits the generalizability of the conclusions. Practical implications Conclusions allow gaining new insights regarding communication strategies in general, during and post-pandemic times. Originality/value Using a consolidated and empirical approach, this study provides a better understanding of the role of perceived risk and its effects on cognitive and affective image and travel intention. For instance, to the best of the author’s knowledge, it is the first study to consider the effects of social risk in the pandemic context. It also offers insights into the mediating effect of destination image and the moderating effects of perceived risk and past visitation.