Abstract
ABSTRACT This study sheds light on consumer demand for air travel in the pandemic context by proposing and evaluating a model that combines the personal and third-party beliefs on travel intentions (Theory of Planned Behaviour), as well as the perceived level of threat and familiarity (Protection Motivation Theory). The model is evaluated with a sample of 381 respondents from Portugal, into two groups: travellers vs. non-travellers. Our results provide evidence that for both groups, self-efficacy and social influence are positively associated with the intention to fly. On the other hand, for non-travellers, attitudinal preferences are negatively driven by response cost and level of fear. For the COVID travellers, familiarity positively affects their attitude toward flying. This study contributes to a shift in the paradigm of tourism and can be used by airline companies and tourism operators, deepening the understanding of customer motivation for air travelling during the pandemic.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.