Consumer Behavior in Tourism in Health Crises: A Model Using the Theory of Protection Motivation in Farm Hotels


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The impacts of a health crisis on the tourism sector may be severe, as occurred in the current Covid-19 pandemic. The behavior of tourists, due to perceived risk, may suffer alterations and needs to be understood so that efficient strategic actions can be created to allow for the fast recovery of the economy in such a sector. Therefore, this study has the purpose for investigating the existing relations between perceived risk and its precedents and the intention of visiting and the willingness to pay more for farm hotels during a health crisis. Quantitative research was conducted through a survey, which had 441 valid respondents. Data was analyzed through the characterization of the sample, confirmatory factorial analysis, a structural model, and an importance-performance matrix. Therefore, there was a validation of the Theory of Motivation of Protection, in addition to establishing the positive association between Travel Motivation and Willingness to Pay More, with Travel Motivation being a predictor for future intentions.

Keyword : Pandemic, Perceived Risk, Intention to travel, Willingness to pay more, Theory of motivation of protection Pandemia, Risco percebido, Intenção de visitar, Disposição para pagar mais, Teoria da motivação de proteção

How to Cite
Rezende, D., Gosling, M., & de Castro, N. (2023). Consumer Behavior in Tourism in Health Crises: A Model Using the Theory of Protection Motivation in Farm Hotels. Brazilian Business Review, 21(3).


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