Restaurant selection factors, COVID-19 risk perceptions, and customer’s self-protection
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Abstract
This research offers insights into the relationships between restaurant customer’s pandemic risk perception and restaurant selection factors, willingness to apply self-protection and self-protection practices amid the COVID-19 pandemic using modified protection motivation theory as the research framework. Based on 456 residents of Phuket as the subjects of the study, the results confirm the influence of three key factors of restaurant selection and risk perception factors including cleanliness and hygiene, knowledge about COVID-19 and perceived severity of COVID-19 on self-protection intention. Academic and practical implications of the study are discussed.
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