Effects of risk message on loneliness and travel intention: roles of conflictive family atmosphere and risk propensity in the context of COVID-19 pandemic

This study examines the effects of risk message frames on tourists’ post-pandemic travel intention via the meditation of loneliness and went further to investigate the roles of conflictive family atmosphere and risk propensity in moderating these effects. A situational experiment was conducted in China resulting 622 valid responses. The study found that respondents in risk attenuating frame had higher travel intention than those in risk amplifying frame; social loneliness partially mediated the effect of risk message on travel intention. Conflictive family atmosphere moderated the effects of risk message on social loneliness and travel intention. And risk propensity alleviated the negative impact of risk message on travel intention.