“…This research aims to examine consumers’ evaluation and expected behaviour changes that may arise in the wake of COVID-19 and to develop a market segmentation. Rooted in the prospect theory, after reviewing health crises, data were collected from a Spanish sample (n = 1,000) relating to changes in consumers’ evaluations of tourism products due to COVID-19 and their subsequent behavioural intentions. …”
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“…Findings: The obtained findings reveal that, according to prospect theory arguments, privately held firms adopt a conservative attitude toward risk when results are higher than a target level, while becoming risk seeking when results are lower than a target level. …”
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