Effects of Petiquette and Risk Perception on the Intention of Companion's Air Travel : Apply Extended MGB Model

Abstract

After COVID19, the number of people with pets is increasing. However, research on traveling with pets has not yet been conducted. This study is a study on the decision-making process of pet owners during air travel. To better explain the human psychological change process, the MGB model was used, which has variables such as attitude, subjective norm, perceived behavioral control, positive anticipated emotion, negative anticipated emotion, desire, and behavioral intention. Additionally, petiquette and risk perception were used as expansion variables of the MGB model. A survey was conducted using convenience sampling among 251 pet owners who had experience traveling by air with their pets. Responses to the questionnaire were collected from an online community where many pet owners are active. To ensure honest responses, respondents were provided with mobile beverage coupons. For PLSSEM analysis, Smart PLS (4.0) program was used. The results of the analysis showed that attitude, subjective norms, and perceived behavioral control had a significant effect on desire, but positive and negative anticipated emotions had no effect on desire. And desire had a significant effect on behavioral intention, and petiquette had a significant effect on risk perception. However, it was found that petiquette and attitudes had no effect. And risk perception was found to have a significant effect on behavioral intention but had no relationship with desire. Additionally, it was confirmed that risk perception and desire have a mediating effect. This study provides academic and practical implications to people such as tourism marketers, airline officials, and companion animal officials.