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

Abstract

Purpose This paper aims to examine travelers` behavioral intention of traveling in the period of coronavirus by employing 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. And these variables explained about 35 percent of the variance in behavioral intention of traveling in the period of coronavirus. Research limitations/implications This study can benefit travelers, tourism and hospitality industry, governments, 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 authors’ knowledge, in 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.

Risk Perception and Intention of Touring to the City of Sabang in the Time of the Covid-19 Pandemic

“…From the results of the study, two variables in the TPB model are Attitude andand PBC (Percieved Behavioral Control) has a positive and significant effect on the intention to travel to Sabang City in the midst of the Covid 19 pandemic, where Attitude is the variable that has the largest contribution in influencing Intention. These empirical findings are in line with the findings of other researchers using the TPB model and in the context the COVID-19 pandemic (Sandra, et al, 2020, Bae & Chang, 2020, Li, et al, 2020, Xu, et al, 2021, Pahrudin, et al, 2021, and Sujood, et al, 2021.…”

“…Meanwhile, the results of this study indicate that the Subjective Norm has no effect on Intentions traveling to Sabang City in the midst of the Covid 19 pandemic, these findings are in accordance with (Pahrudin, et al, 2021, andSujood, et al, 2021) who confirmed that the Subjective Norm was not significant for predicting the intention to travel during the COVID-19 pandemic situation. In contrast, with the model and context of COVID-19, several other researchers found a significant influence on the Subjective Norm.…”

The Theory of Planned Behavior during the COVID-19 pandemic: A comparison of health behaviors between Belgian and French residents

“…Several meta-analyses have provided evidence for the ability of the components of the TPB to predict general health behaviors (e.g., [ 15 ]). Interestingly, numerous studies have addressed these associations during the COVID-19 context, on several health behaviors such as physical distancing [ 16 ], mask wearing [ 17 ], handwashing [ 18 ], intentions of traveling [ 19 ], and intentions to receive a COVID-19 vaccine [ 20 , 21 ]. In the same vein, Prasetyo and colleagues [ 22 ] demonstrated that factors derived from an extended version of TPB were significantly associated with behavioral intention (see also [ 23 ]).…”

COVID-19 and Pro-environmental Behaviour at Destinations Amongst International Travellers

“…Indeed, the findings from the sample suggest that individuals are more inclined to use pro-environmental services in the future. According to Sujood and Bano (2021) , there is substantial societal pressure to abide by preventative behaviour, and if family members or peers have a biassed attitude regarding preventative measures, the probability of an individual following the same behaviour would be likely high.…”