Behavioral intention of traveling in the period of COVID-19: an application of the theory of planned behavior (TPB) and perceived risk

Sujood Sujood · Sheeba Hamid · Naseem Bano

111 citations0/0 files storedInternational Journal of Tourism Cities

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Diverse Aspects of Tourism Research Behavioral Health and Interventions Travel-related health issues

Abstract

Purpose This paper aims to examine travelers’ behavioral intention of traveling in the period of coronavirus by using the theory of planned behavior. The framework incorporates attitude, subjective norms, perceived behavioral control and a very crucial construct, i.e. perceived risk, as per the current critical scenario of COVID-19. Design/methodology/approach Data was collected using a survey instrument on the internet by posting the questionnaire link over social network web pages of online traveling websites. The data was analyzed using structural equations modeling with AMOS 22.0 and SPSS software and the proposed hypotheses were statistically tested. The sample under consideration constitutes 417 responses. Findings Empirical findings suggest that attitude, perceived behavioral control and perceived risk are significant for predicting behavioral intention while subjective norms do not. Then, these variables explained about 35% of the variance in the behavioral intention of traveling in the period of coronavirus. Research limitations/implications This study can benefit travelers, the tourism and hospitality industry, governments, the aviation industry and other relevant organizations as this paper offers the latest updates and essential information regarding traveler’s intention of traveling in the period of coronavirus. The study mainly focuses on India, so the generalizations of results to other countries are unwanted. Originality/value The primary value of this paper is that it tested the theory of planned behavior by incorporating perceived risk in the context of COVID-19. To the best of the authors’ knowledge, in the Indian context, there is no study, which has tested the TPB by adding perceived risk in explaining the Indian citizens’ behavioral intention of traveling in the period of Coronavirus.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1991The theory of planned behavior 2003User Acceptance of Information Technology: Toward A Unified View1 1988On the Evaluation of Structural Equation Models 1985From Intentions to Actions: A Theory of Planned Behavior 2001Efficacy of the Theory of Planned Behaviour: A meta‐analytic review 1995Understanding Information Technology Usage: A Test of Competing Models 2002Perceived Behavioral Control, Self‐Efficacy, Locus of Control, and the Theory of Planned Behavior 1

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