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Yuksel Ekinci highlights the role of travel desire in COVID-19 vaccination intentions. Subjective norms, perceived risk, and attitudes towards vaccines play a significant role.

Image courtesy of interviewee. January 11, 2024

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The study discusses the challenges and uncertainties faced during the COVID-19 pandemic, particularly regarding vaccine uptake. Amid the chaos of the pandemic and the government-imposed lockdowns, the introduction of the COVID-19 vaccine was met with significant vaccine hesitancy, with estimates indicating up to 30% of people in Western countries reluctant to get vaccinated.

The primary aim of the study was to understand the factors influencing individuals' decisions to take the vaccine. It identified several variables, including travel desire, subjective norms, perceived vaccine risks, and attitudes towards vaccination. It was found that subjective norms (peer influence) positively affected attitudes towards vaccination, while perceived vaccine risks negatively impacted those attitudes. Moreover, individuals with a strong desire to travel were more willing to receive the vaccine, as it provided motivation to return to normal life and engage in travel activities.

The research utilized surveys conducted in the United States, incorporating various elements influencing vaccination behavior. Key findings suggest that effective government campaigns should consider these factors and adapt messaging to address concerns about vaccine safety and leverage motivations related to social influences and travel desires.

In conclusion, this study emphasizes the importance of understanding the interplay between emotional and rational decision-making when addressing vaccine hesitancy, and suggests practical recommendations for improving vaccination campaigns based on observed behaviors and motivations.

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X-TIMESTAMP-MAP:LOCAL=00:00:00.000,MPEGTS=900000

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The context of this study.

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If I may take you back to the times

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where we experienced COVID-19, pandemic,

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the situation was actually quite,

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chaotic in the sense that we faced directly

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with this unknown phenomena called COVID-19 pandemic,

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which we never heard of this.

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And, and suddenly it created a lot of uncertainty

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around, around us.

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And the government wanted to take an action, immediate,

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obviously, lockdown was introduced, and,

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but this was not really the solution to our problems

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because that causes economic problems.

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We all went through this

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and people were speculating about this issue.

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We may probably survive this pandemic,

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but in fact, it may create a economic catastrophe.

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And all these elements create a lot

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of uncertainty about the issue.

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And later on, we face, I mean,

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a solution was introduced, which was the COVID-19 vaccine,

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and it was developed in short period of time successfully.

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But in fact, when government run a huge campaign in order

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to influence people's decision making about vaccine uptake,

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interestingly, not everybody was willing to take it,

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even though it was introduced a solution.

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So it was an important decision for every one of us

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as citizens, not just in this country,

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but also around the world, because it was a global pandemic,

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and that required a global, solution to this issue.

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And, vaccine hesitancy, despite all these efforts,

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was very high, as much as 30% in Western countries,

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but in other countries, it may even go up much higher.

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So the issue was try to understand people's,

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decision about getting vaccinated,

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accepting this is a solution to this important issue so

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that we will be able to probably move on in our lives.

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So the purpose of this study was at the time to understand

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individuals, intention take up vaccines

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and investigate critical factors that affect

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this particular phenomenon, this particular behavior.

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And we have identified several factors based on our

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investigation of the currently literature,

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but the situation was very new.

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There were other elements as well.

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So we found that maybe travel desire may influence,

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people's intention to get vaccinated.

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And it was a second purpose of this study

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because that involved the decision making.

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And over the years, economists,

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psychologists have studied people's decision making.

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What we know about this from the previous literature is

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that when people make a decision, their attitude towards

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That particular object, this object could be, you know,

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maybe a pill or it could be a bar of chocolate

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that they push people if it is positive, they push people

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to purchase that product

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or perhaps, develop certain type of action.

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And, and decision making also could be emotional

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or it could be rational.

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Economists argued for many years as human being,

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we are rational, but in fact they realize

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much later emotion also motivate people

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to perform in certain way.

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So if I take this ob as an object, like,

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painkiller is a pill.

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Buying painkiller is, is a rational decision making.

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We know what the consequences will be.

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It's secure to our, problems,

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and it, it will just disappear after that.

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That's a very rational decision making.

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But buying a bar of chocolate,

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knowing it's unhealthy is irrational.

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It's emotional decision making

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or perhaps smoking is additional decision making.

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Um, but real life is not really that simple.

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You know, play between these two components

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emotionally versus rational.

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But sometimes these two interplay between themselves,

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for example, buying a house or buying a car.

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That involves both our emotions

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but also rational decision making.

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So these are the things

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that we know when people make decisions, you know,

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these are the kind of things which we know from literature

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that our emotions as well rational influence our behavior.

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Behavior could be purchasing or product

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or perhaps behaving perform in certain acts.

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These are probably very internal that's been illustrated,

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but we found a model which was very well known in our

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literature called Tier of Reason Action.

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They argue that, in addition to these two component,

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there is another element which is subjective norms.

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So when we make a decision to perform

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and act, in fact, our,

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other elements such as people

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around us like social pressure may also

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influence our decision making.

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So social pressure involved in group behavior.

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We don't live in isolations, we live in societies

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and we have people around us.

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Most people could be opinion leaders of certain groups,

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or it could be our friends families.

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They also pressurize us to make a decision.

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So when we apply this concept into vaccinations, we found

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that that's a relevant model,

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but that wasn't really all about that.

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And there were other variables which we found later on.

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The other two variables involved a perceived risk

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because vaccination was developed in short period of time,

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and people are concerned about the effect

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of this side effect of vaccination.

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So perceived vaccination risk was important

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element as well as

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People's travel desire,

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because people were locked down for a long time

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and they were not able to travel.

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And interestingly, travel is, is a rewarding experience.

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You know, we do it probably sometimes routinely,

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but, we achieve a lot of goals as a result of that.

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We feel we are in control, we are connected

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with the people in societies,

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but also it's a rewarding experience

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because we make decisions

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and that s decision make us satisfied with life

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or perhaps things that we do.

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So these two elements we're missing,

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in the current literature, which we introduced

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to investigate people's vaccina COVID-19 vaccination

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behavior, we have,

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we conducted this study in the United States with the,

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with large sample of people

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because, data was available to us,

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but also we have funding to connect us to the United States.

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But as I mentioned earlier, this was a global issue.

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So what they will be obtained from,

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those studies were relevant to other countries

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because they were facing similar issues.

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So we conducted two surveys, with the citizens

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of us people and randomly selected them.

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And we measured the perceived risk of vaccine COVID-19,

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vaccine, but also their attitudes towards,

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vaccinations as well as intention to,

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take up, uptake vaccine.

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And also we ask them about,

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subjective norms, whether when they make a decision,

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whether they consider other people around them in order

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to make a decisions, and as well as their,

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travel desire, whether they're willing to travel both

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domestically or internationally.

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So all these, elements help us

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to draft a survey.

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This survey was, tested

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and then later on send out to citizens,

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and we received the, about over 1000 people respond

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to the survey, and we drove, conclusions

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after, making analysis

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and, come up with some recommendations.

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So that was our methodology.

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Our finding was actually, we didn't know

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because, previous studies,

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did some work on this element vaccination behavior.

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But, because the, the subject was new,

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but also it wasn't really investigated before

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because there was no such things.

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It wasn't like, not like other type of vaccines.

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It was everything was new that involved a lot of risks.

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So we found that in the first place,

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subjective norms had a positive attitudes.

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So positive influence on attitude towards vaccination

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And vaccine risk had a negative impact on,

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attitude towards vaccinations.

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And these three elements push people

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to behave in such a way that they are willing to take

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the vaccines or perhaps not willing to take the vaccine.

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And in addition to that, what we have found that

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travel desire moderated the impact of

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attitude towards COVID-19 vaccines on intention

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to take up vaccine.

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What does that mean is basically you can imagine

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that there are two groups of people

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who have strong desire to travel.

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They're more willing to take a vaccine compared

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to other group who have less desire to travel.

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And that makes sense that I immediately

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make us two different segments.

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And, and also that introduces different type

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of recommendations for the government who had been running

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huge campaign in order to influence,

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people's vaccination behavior.

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I think during that time,

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what was important was government was dealing with

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that issue or running a big, campaign

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because that was crucial in order to achieve herd immunity

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because vaccination hesitancy was high by 30%,

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it will not be successful.

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So in order to get as successful

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or effective marketing campaign for influencing people's,

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vaccination behavior, they need

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to understand all these variables that affect this kind

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of behavior and change the, campaign

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where necessary by perhaps introducing different type

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of messages as well as other elements during that campaign.

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Sure, I think what we have found actually, in order

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to influence, citizens

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or individuals COVID-19 vaccination behavior,

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and we know that, subjective norm is important

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and also we know perceived risk is important as well

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as people's attitude towards COVID-19 vaccinations.

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I think all these found a critical factors

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that motivates people to get vaccinated.

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Travel desire was important at that moment.

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It may not be important currently

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because there is less risk involved,

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or if I may take a different example.

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If you travel to Africa, for example,

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if there's a particular vaccine you need to get, you do it.

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So travel design is not that important,

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but at that moment it was important

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because it was important,

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Uh, motivator people

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because people, experience a long period of lockdown,

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which affected their, health,

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but at the same time, mental health,

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but also other elements as well.

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So for those people who were long to travel,

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wanted to get vaccinated as soon as possible so

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that they can achieve their travel goals, meeting

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with their loved ones, for example,

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or being in control to, you know,

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making decisions,

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but also seeing different places, which they haven't been

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for a long time, for about 18 months or longer.

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