Understanding Leisure Vacation Travel Intention of Indian Vacationers Amidst Coronavirus Disease (COVID-19)

Q3 Business, Management and Accounting Indian Journal of Marketing Pub Date : 2022-04-13 DOI:10.17010/ijom/2022/v52/i4/164109

Kshitija Pandey, Sujata Joshi

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Abstract

This study aimed to elicit the critical factors influencing Indian domestic vacationers' travel intention for leisure vacation destination choice amidst COVID-19. The study proposed a new model based on the theory of planned behaviour (TPB), expanding it by adding contextual variables like perceived risk, perceived knowledge of COVID-19, and information search behaviour. The study used a quantitative approach using online social media platforms and emails of 312 respondents to analyze and test the hypotheses using IBM SPSS and AMOS tools. The results indicated that physical and functional risk negatively influenced attitude;whereas, psychological risk negatively influenced travel intention. Perceived knowledge of COVID-19 significantly influenced travel intention. Attitude strongly mediated subjective norms, perceived behavioral control, and perceived knowledge of COVID-19 to travel intention. This explains the strong implications for travel destination marketers for marketing safer destination choices to vacationers. © 2022, Associated Management Consultants Pvt. Ltd.. All rights reserved.

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了解印度度假者在冠状病毒疾病（新冠肺炎）期间的休闲度假旅行意图

本研究旨在引出新冠肺炎期间影响印度国内度假者休闲度假目的地选择的关键因素。该研究提出了一种基于计划行为理论（TPB）的新模型，通过添加感知风险、新冠肺炎感知知识和信息搜索行为等情境变量来扩展该模型。该研究使用了定量方法，使用在线社交媒体平台和312名受访者的电子邮件，使用IBM SPSS和AMOS工具分析和测试假设。结果表明，身体和功能风险对态度有负面影响；而心理风险对旅行意向有负面影响。对新冠肺炎的认知显著影响旅行意向。态度强烈介导了主观规范、感知行为控制和感知新冠肺炎知识对旅行意图的影响。这就解释了旅游目的地营销人员向度假者推销更安全目的地选择的强烈含义。©2022，Associated Management Consultants Pvt.有限公司。保留所有权利。

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Indian Journal of Marketing Business, Management and Accounting-Marketing

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2.50

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0.00%

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