The impact of the COVID-19 pandemic on tourists’ air travel intentions: The role of perceived health risk and trust in the airline

Abstract

Travel restrictions as well as travellers' increased risk perceptions have changed travel patterns around the globe during the COVID-19 pandemic. As such, the aviation industry has been particularly affected by the changing environment. Several airlines have reacted to travellers' rising concerns about becoming infected with the COVID-19 disease by introducing safety measures to guarantee a safe journey. Although research has noted the relevance of good communication during crises, the impact of communicating safety measures by rational (safety) advertising appeals on air travel intention has not been explored thus far. The current study investigates consumers’ reactions to two different types of advertising appeals during the COVID-19 pandemic and their effect on air travel intentions and airline recommendation intentions. An online experiment reveals that travellers react more positively to safety as compared to emotional advertising appeals during the COVID-19 pandemic. Furthermore, the results confirm the hypothesized mediating effect of perceived health risk and trust in the airline on the impact of safety appeals in terms of air travel intention and airline recommendation. The results of this study uncover the underlying mechanisms that have driven consumers' air travel intentions during the COVID-19 pandemic and offer various theoretical and managerial implications.