چکیده مقاله
Given the increased health risks associated with travel in the post crisis period, this study investigates the impact of insurance literacy, health awareness, and insurance risk on attitudes toward and the intention to purchase travel insurance A review of previous research revealed that only a limited number of empirical studies have analyzed the role of these factors, especially in the context of post crisis health oriented travel The objective of this research is to identify individual and psychological factors influencing the decision to purchase travel insurance and to analyze the mediating role of attitude toward travel insurance in these relationships The research method is descriptive analytical and correlational in nature Data were collected using a standardized questionnaire from 384 travel insurance buyers in Kerman province and analyzed through Structural Equation Modeling SEM The results showed that insurance literacy, health awareness, and insurance risk have a direct and significant positive impact on both attitudes toward travel insurance and the intention to purchase it Moreover, attitude toward travel insurance plays a partial mediating role in these relationships These findings highlight the importance of enhancing insurance literacy and health awareness as key strategies for innovative travel insurance marketing and for improving travelers’ psychological security in the post crisis era
کلیدواژهها
نویسندگان
Nima Soltani Nejad
Assistant Professor, Department of Business Creation, Faculty of Entrepreneurship, University of Tehran, Tehran, Iran
Seyed Mohammad Hosseini
Assistant Professor, Department of Business Creation, Faculty of Entrepreneurship, University of Tehran, Tehran, Iran
Mohammad Zamani Pirmoradi
M A Student, Business Administration – Marketing, Faculty of Management and Economics, Islamic Azad University, Science and Research Branch, Tehran, Iran
Fatemeh Maleki
Master's Degree, Farhangian Non Profit Institute, Kerman, Iran
شیوه ارجاع
Soltani Nejad, Nima and Hosseini, Seyed Mohammad and Zamani Pirmoradi, Mohammad and Maleki, Fatemeh,1404,The impact of insurance literacy, health awareness, and insurance risk on the intention to purchase travel insurance in the post-crisis period: the mediating role of attitude toward travel insurance,20th International Conference on Modern Research in Management, Economics, Accounting and Banking
ارائهشده در
مجموعه مقالات بیستمین کنفرانس بین المللی پژوهش های نوین در مدیریت، اقتصاد، حسابداری و بانکداری31 تیر 1404