Is this the time to brace for the return of Chinese tourists? Focusing on different risks and uncertainty perceptions

Is this the time to brace for the return of Chinese tourists? Focusing on different risks and uncertainty perceptions

During the COVID-19 pandemic, multiple preventative measures and abundant news regarding the pandemic contributed to negative attitudes toward travel, which resulted in a lasting impact on the international tourism market. However, constant emotional strain resulting from the pandemic can trigger a strong desire to travel internationally. As China announced that beginning January 8, it would no longer require inbound tourists to undergo quarantine, Trip.com saw a three-year high in searches for overseas travel and lodging. It is crucial to keep in mind that the effect of this policy change on international travel to China may vary depending on several variables, such as the general health of the local and global economies, a person's mental state, and the incidence of COVID-19 in other nations. This study examined possible factors impacting international travel intention and focused on risk and uncertainty perceptions that may impede Chinese outbound travelers from being interested and engaging in travel behavior given the current circumstances. The findings may offer insights for implementing strategies aimed at revitalizing the tourism industry by identifying contrasting perceptions of uncertainty and the role of perceived risk in the decision-making process. Additionally, findings of our study encourage self-management within China’s domestic tourism industry and offers guidance to countries seeking to tap into the market by addressing the concerns of Chinese tourists.