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

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 ۳۸۴ 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.

کلیدواژه ها:

Insurance literacy ، health awareness ، insurance risk ، attitude toward insurance ، purchase intention ، travel insurance