RISK PERCEPTION OF DANANG CITIZENS PARTICIPATING IN TOURISM IN THE CONTEXT OF COVID-19

Abstract

The study aims to build a scale of citizens' perceived risk participating in tourism in the context of COVID-19. The study used a combination of two methods, qualitative methods and quantitative methods. Qualitative research results have identified a number of attributes of perceived risk in tourism. Quantitative research uses 4 main statistical tools: Descriptive Statistics, Cronbach's Alpha, EFA and CFA. The results of data processing on a survey of 448 people in Da Nang city using SPSS 20 and AMOS 20 show that perceived risk of citizens participating in tourism in the context of COVID-19 can be measured through 21 observed variables in 5 aspects: (1) health-risk; (2) social-risk; (3) financial-risk; (4) destination-risk; (5) time-risk. In addition, the study also shows that people in Da Nang city have a rather high level of risk perception in tourism, especially social-risk and health-risk; Risk perception is significantly different in different age groups. The study has made some suggestions for tourism management agencies and tourism businesses to attract and serve the tourists in the present circumstances.