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

Behavioral intention of traveling in the period of COVID-19: an application of the theory of... 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/approachData 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.FindingsEmpirical 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/implicationsThis 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/valueThe 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Tourism Cities Emerald Publishing

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

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Publisher
Emerald Publishing
Copyright
© International Tourism Studies Association.
ISSN
2056-5607
DOI
10.1108/ijtc-09-2020-0183
Publisher site
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Abstract

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/approachData 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.FindingsEmpirical 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/implicationsThis 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/valueThe 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.

Journal

International Journal of Tourism Cities – Emerald Publishing

Published: May 4, 2022

Keywords: Theory of Planned Behavior; Perceived Risk; Travel Intention; Covid-19

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