COVID-19 Safety and Preventive Measures and Social Norms: How It Shaped Airlines Passengers’ Trustworthiness

Abstract

In the era of COVID-19, travel decisions are influenced by social norms, which is a deciding factor between one’s perception of risk and their travel intention. Moreover, serious safety measures, such as increased aircraft cleaning, social distancing during the boarding process, and the use of face masks are critical factors that influence passengers’ trust in air travel. This study examines the direct effects of safety and preventive measures and social norms on passengers’ trust in travelling with airlines. A total of 210 responses were obtained online. Multiple regression analysis was used to test the study hypotheses. Based on the result, social norms are the most influential predictors of passengers’ trust, followed by safety and preventive measures. Furthermore, the study suggests that media coverage and social circle influence can be critical elements in transferring information to passengers, influencing their decision, and instill trust to travel during the pandemic. Notably, apart from exercising social norms, the airline industry also needs to focus on safety and preventive measures consisting of staff safety practices towards the passenger and new standard operating procedures (SOPs) during the COVID-19 pandemic. The study findings assist the airline industry in understanding passengers’ post-pandemic travelling behaviour. Notably, the implementation of health security protocols at airports, supported by the provision of continuous safety information, is indeed an important feature for passengers.