Should we stay, or should we go? The influence of risk perceptions on revisit intentions to cultural heritage during the COVID-19 pandemic

It is important to understand consumer behavior during the COVID-19 pandemic because it may support organizations to recover. Risk perceptions are likely to play a role in influencing intentions to visit a cultural heritage destination. The goal of this study is to describe risk perceptions and to examine the influence of these perceptions on the revisit intentions to a cultural heritage location during the COVID-19 era in the Netherlands. In this quantitative study, a sample of 470 respondents is used. Our model was tested using structural equation modeling. The results show that the respondents take COVID-19 seriously and that part of the respondents do not feel comfortable taking domestic trips. Nevertheless, the respondents have faith in the hygiene measures taken by the location they have visited earlier, and they believe a revisit would still be satisfactory. Whilst the model shows a good fit with the data, contrary to expectations, there is no relationship between six risk perceptions and the revisit intention. The study stresses the importance of establishing relationships with existing visitors and building upon their trust.