TOURISTS’ TRAVEL BEHAVIOUR AFTER COVID-19

Abstract

The aim of this research is to examine tourists’ travel behaviour using the extended theory of planned theory (TPB). Two research questions were proposed. First, what are the factors affecting tourists’ attitude toward travel after COVID-19? Second, what are the factors affecting tourists’ behavioral intention to travel after COVID-19? Finally, what are the boundary conditions on the relationships for the research model? A cross-sectional survey involving 132 Hong Kong participants was conducted in March 2021. A pilot test was carried out to refine the wordings of questions beforehand. It was found that perceived psychological risk and safety climate were associated with subjective norm. Protection motivation and subjective norms were associated with tourists’ attitude toward travel. Behavioral intention to travel was affected by attitude towards travel and Resilience via perceived behavioral control. It was also found that protection motivation was associated with attitude toward travel in mature people but not the young age group. Also, protection motivation was associated with attitude towards travel only in female group.