Predicting preventive travel behaviors under the COVID-19 pandemic through an integration of Health Belief Model and Value-Belief-Norm

This study developed a conceptual framework for a preventive travel decision-making process amidst the COVID-19 pandemic, combining the Health Belief Model (HBM) and Value-Belief-Norm (VBN). Analyzing 409 responses collected from an online survey, this study verified the integrated model as a salient theory addressing the importance of social components and health belief factors in affecting behavior. The model revealed that altruistic value influences the HBM variables, whereas personal norms mediate preventive behaviors and beliefs in both VBN and HBM. These findings offer new theoretical insights into decision-making process and provide practitioners with effective crisis management strategies concerning pro-social and health beliefs. •The integrated model concerned both individual and social beliefs during the COVID-19.•Altruistic value in Value-Belief-Norm affected tourist's beliefs in preventive travel behaviors.•Personal norms mediated preventive behaviors and beliefs in both models.•Preventive travel behaviors - moderate and active - were determined by different variables.•The integration offers a holistic view in explaining tourists' decision-making process.