Risk Information-Seeking and Tourist Behavior: Bridging the Intention–Behavior Gap in Fine Dust Contexts
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Purpose: This study explores how risk information-seeking bridges the gap between tourism intention and tourist behavior in the context of fine dust exposure. It examines the relationships among risk belief, source credibility, knowledge, risk information-seeking, tourism intention, and tourist behavior. Research design, data and methodology: Data were collected from 536 online survey responses during Korea’s peak fine dust season. Variables were measured using reflective and formative indicators and analyzed with partial least squares structural equation modeling (PLS-SEM). Results: Risk belief, source credibility, and knowledge positively influenced fine dust information-seeking behavior. Tourism intention positively affected tourist behavior, while information-seeking behavior exerted a stronger negative impact. Interestingly, information-seeking behavior increased tourism intention while decreasing actual tourist behavior. Systematic information processing mitigated the negative effect of information-seeking on tourist behavior. Conclusions: The dual role of risk information-seeking—constraining immediate tourist behavior while fostering long-term tourism intention—bridges the intention–behavior gap in the context of fine dust exposure. By transforming risk belief and prior knowledge into actionable understanding, information-seeking and systematic processing from credible sources empower tourists to make informed decisions. Integrating these insights into business strategies and policies enables the tourism industry to address environmental challenges more effectively, promoting sustainable tourism development.
Abstract
Purpose: This study explores how risk information-seeking bridges the gap between tourism intention and tourist behavior in the context of fine dust exposure. It examines the relationships among risk belief, source credibility, knowledge, risk information-seeking, tourism intention, and tourist behavior. Research design, data and methodology: Data were collected from 536 online survey responses during Korea’s peak fine dust season. Variables were measured using reflective and formative indicators and analyzed with partial least squares structural equation modeling (PLS-SEM). Results: Risk belief, source credibility, and knowledge positively influenced fine dust information-seeking behavior. Tourism intention positively affected tourist behavior, while information-seeking behavior exerted a stronger negative impact. Interestingly, information-seeking behavior increased tourism intention while decreasing actual tourist behavior. Systematic information processing mitigated the negative effect of information-seeking on tourist behavior. Conclusions: The dual role of risk information-seeking—constraining immediate tourist behavior while fostering long-term tourism intention—bridges the intention–behavior gap in the context of fine dust exposure. By transforming risk belief and prior knowledge into actionable understanding, information-seeking and systematic processing from credible sources empower tourists to make informed decisions. Integrating these insights into business strategies and policies enables the tourism industry to address environmental challenges more effectively, promoting sustainable tourism development.