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Travel may be a powerful motivator for people's decision to get vaccinated against COVID-19, according to new research from the University of Washington.
Specifically, according to the research published in Tourism Management, people with a strong desire to travel are less likely to express concern about potential side effects or long-term complications of the vaccine and are more likely to say they will be vaccinated.
"Many people consider travel a necessary part of their lifestyle and contributes to their sense of well-being," said Dogan Gursoy, Taco Bell Distinguished Professor of Hospitality Business Management in the Carson College of Business. "They will weigh the value of the travel experiences they may lose if they don't get vaccinated against the potential risks of the vaccines."
Even if they believe the COVID-19 vaccines carry risks, they may be willing to get vaccinated, he said.
In the study, researchers found that loss-based emotional appeals were more persuasive in changing people's intention to get vaccinated.
Some popular tourist destinations, such as the European Union, require a digital COVID certificate for unrestricted travel, which verifies vaccination status, negative COVID test or recovery from illness. However, the study's findings on desire to travel and vaccination intentions held true even for people who did not have any vacations or business travel planned, the authors noted.
The researchers looked at 1,021 US residents who rated their desire to travel on a five-point scale. Participants with the highest travel desire also had the highest vaccination intentions, according to the study's findings.
Even among 266 respondents who had previously said they would not be vaccinated, a strong desire to travel mitigated vaccine hesitancy when combined with messages about vaccine safety and what people who did not get vaccinated against COVID-19 could lose. The loss-based messages emphasized the risks of not taking protective measures, including spreading the virus to loved ones.
"Appealing to people's longing for a holiday could help overcome their vaccine hesitancy," Professor Gursoy pointed out, "resulting in higher vaccination rates and a reduction in travel restrictions and disease-related advice."
Source: ygeiamou.gr
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