Mediating Effect Of Destination Image On The Relationship Between Risk Perception Of Smog And Revisit Intention: A Case Of Chengdu

Major urban centers are suffering from air pollution in China recently, the relation between tourists' risk perception of smog and behavior intention remains unclear. This study develops and empirically validates an integrated model to examine the relationship between risk perception of smog, destination image and revisit intention. Results show that, destination image played a key mediating role between the three dimensions of risk perception of smog, namely, perceived health, traffic and tourist experience risks, and revisit intention. Findings highlight the necessity to compound destination image in modeling risk perception and provide implications for promoting smog polluted cities as tourist destinations.