The Influence of Risk Perception on Religious Tourism Destination Loyalty in Chiang Mai in the Context of the COVID-19 Pandemic
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Abstract
This article aimed to study (1) the risk perception of religious tourists in Chiang Mai; (2) the loyalty of religious tourists to religious tourism destinations in Chiang Mai; and 3) the influence of risk perception on religious tourism destination loyalty in Chiang Mai in the context of the COVID-19 pandemic. This research was a quantitative method. The instrument for collecting data was a questionnaire. Analysis of data by descriptive statistics and multiple linear regression analysis. The research results were found as follows:
1. The overall risk perception of religious tourists in Chiang Mai in the context of the COVID-19 pandemic was at a moderate level, and risk perception in all four components, namely performance risks, social risks, health risks, and financial risks, was also at a moderate level.
2. The overall loyalty of religious tourists to religious tourism destinations in Chiang Mai in the context of the COVID-19 pandemic is at a high level. The level at which tourists recommend and share positive experiences of Chiang Mai as a religious tourism destination with others was at a high level.
3. The influence of risk perception on religious tourism destination loyalty in Chiang Mai in the context of the COVID-19 pandemic was statistically significant at the 0.05 level, with only one component being perceived health risks.
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