TRAVEL RISK PERCEPTION IN A HEALTH CRISIS CAUSED BY THE COVID-19 VIRUS: THE CASE OF SERBIA

Abstract

According to the duration of the health crisis caused by the COVID-19 virus, this study examines Serbian tourists’ perception of risk (travel risk, destination risk, health and psychological risk, and financial risk) in two different periods of the crisis. The collection of primary data was performed using the questionnaire technique, and the research was conducted during May 2020 (363 respondents) and January 2021 (360 respondents). The research findings revealed that the perception of risk is higher in the first period of the health crisis compared to the second observed period, except for health and psychological risk (higher in the second period of the crisis). After observing both periods of health crisis and the examined control variables (gender, age, monthly income, level of education, travel intention, crisis period), the findings of linear hierarchical regressions indicate that the perception of travel risk and health and psychological risk is significantly influenced by education and travel intention, while the perception of destination risk and financial risk is influenced by travel intention. The results of the cluster analysis identified three characteristic clusters (carefree, relaxed, and concerned) and a change in cluster composition during two periods of the COVID-19 crisis. The results of the study are discussed, the implications are stated, and the directions of further research are suggested. Implications for Central European audience: The study's findings contribute toward understanding the risk perception of travel in the period of health crisis caused by COVID-19 infection, which can help destination and marketing managers form strategies to reduce risk perception, which is crucial for the recovery of the national and global tourism industry. Also, the findings of the cluster analysis have significant marketing implications for travel organizers and tourist destinations since the recovery of tourism will depend on their ability to develop strategies to attract different segments of Serbian tourists in the crisis and post-crisis period.