The Effect of Perceived Risk, Perception of Covid-19, Subjective Norm, Financial Condition And Attitude on Tourists’ Behavioural Intention During Pandemic: Case of Malaysian Tourists

Abstract

Purpose: This study analyses the effect of perceived risk, perception of COVID-19, subjective norm, financial condition, and attitude on tourists’ behavioural intention during a pandemic by using the theory of planned behaviour as a model. In this study, independent variables are perceived risk, perception of COVID-19, financial condition, and attitude, while the behavioural intention is the dependent variable in the context of Malaysian tourists. Design/methodology/approach: This study used the theory of planned behaviour (TPB) model as the explanatory power of tourists’ behavioural intention. A total of 450 questionnaires were distributed among Malaysian tourists travelling overseas. The data was distributed using the google form. To analyse the hypotheses, the researcher used the multiple regression linear to describe the effect of independent variables on the dependent variable. Findings: The result of this study showed that attitude has the strongest level of significant effect on tourists’ behavioural intention. However, the perceived risk, perception of COVID-19, subjective norm, and financial condition don’t have a significant effect on tourists’ behavioural intention. Practical implications: The findings of this study can be used by travel agents and government agents to attract more tourists. Moreover, for academics, it can support new knowledge as well as supporting theories. Original/value: A significant contribution to the body of knowledge is achieved through testing and subsequent confirmation of the effects of tourists’ behavioural intention in the study model. The establishment of the aforementioned constructs adds value to TBP in explaining behavioural intention toward travelling overseas during the COVID-19 pandemic.