UNDERSTANDING BEHAVIOURAL INTENTION OF EXPERIENCING VIRTUAL TOURISM DURING COVID-19: AN EXTENSION OF THEORY OF PLANNED BEHAVIOUR

IF 1.2 Q3 HOSPITALITY, LEISURE, SPORT & TOURISM Tourism and Hospitality Management-Croatia Pub Date : 2023-01-01 DOI:10.20867/thm.29.3.10
Sheeba Hamid, Ruksar Ali, Sujood, Syed Talha Jameel, M. Azhar, Samiha Siddiqui
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Abstract

Purpose – The overall purpose of this study is to assess consumers’ behavioural intentions regarding virtual tourism COVID -19 using the TPB. This work sought to assess the applicability of TPB utilising its foremost constructs, i.e., attitude, subjective norm, and perceived behavioural control, with the inclusion of perceived security. Design/Methodology – A web-based questionnaire was utilised to gather the data that was randomised. A link to a Google form was posted on the websites of travel companies offering virtual tours and other social networking sites from August 1, 2021, to September 15, 2021, resulting in 408 usable responses. The data were analysed via SEM using the programmes AMOS and SPSS, and statistical analysis was performed for the proposed hypotheses. Approach – This paper presents the latest findings and important details about consumers’ behavioural intentions regarding virtual tourism in a bid to provide insightful details for the tourism and travel sector in general and for travel agencies offering virtual tourism packages in particular. Findings – Research findings suggest that subjective norm and perceived safety influence people’s behavioural intentions toward virtual tourism as an alternate to on-site tourism. 52% of the variance in behavioural intention toward virtual tourism during the Corona virus period was explained by the factors as a whole. Originality – This study lends to the evaluation of consumer interest in virtual travel by linking the TPB variables to perceived safety, making it a novelty of its kind. So far as the authors are aware, no previous work in the Indian context has evaluated TPB by including a measure of perceived safety in its attempt to shed light on Indians’ behaviour toward virtual tourism.
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理解新冠肺炎期间体验虚拟旅游的行为意图——计划行为理论的扩展
目的-本研究的总体目的是使用TPB评估消费者对虚拟旅游COVID -19的行为意图。这项工作试图利用其最重要的构念来评估TPB的适用性,即态度、主观规范和感知行为控制,包括感知安全。设计/方法-采用基于网络的调查问卷收集随机数据。从2021年8月1日到2021年9月15日,在提供虚拟旅游的旅游公司和其他社交网站的网站上发布了一个谷歌表单的链接,得到了408个可用的回复。使用AMOS和SPSS程序对数据进行扫描电镜分析,并对提出的假设进行统计分析。方法-本文介绍了消费者对虚拟旅游的行为意向的最新发现和重要细节,旨在为旅游业和旅游行业提供有见地的细节,特别是为提供虚拟旅游套餐的旅行社。研究结果-研究结果表明,主观规范和感知安全影响人们对虚拟旅游替代现场旅游的行为意愿。在冠状病毒期间,52%的虚拟旅游行为意愿差异可以用整体因素来解释。独创性——这项研究通过将TPB变量与感知安全性联系起来,有助于评估消费者对虚拟旅行的兴趣,使其成为同类研究的新颖性。据作者所知,在印度的背景下,之前的工作没有通过包括感知安全措施来评估TPB,以试图揭示印度人对虚拟旅游的行为。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Tourism and Hospitality Management-Croatia
Tourism and Hospitality Management-Croatia HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
1.90
自引率
23.10%
发文量
33
审稿时长
15 weeks
期刊介绍: Tourism and Hospitality Management is an international, multidisciplinary, open access journal, aiming to promote and enhance research in all fields of the tourism and hospitality industry. It publishes double-blind reviewed papers and encourages an interchange between tourism and hospitality researchers, educators and managers. Editors of Tourism and Hospitality Management strongly promote research integrity and aim to prevent any type of scientific misconduct, such as: fabrication, falsification, plagiarism, redundant publication and authorship problems. All submitted manuscripts are checked using Crossref Similarity Check (iThenticate). Nurturing a scientifically based approach to research, the journal publishes original papers along with empirical research and theoretical articles that contribute to the conceptual development of tourism and hospitality management. Editors look particularly for articles about new trends, challenges and developments, as well as the application of new ideas that are likely to affect the tourism and hospitality industry. The general criteria for the acceptance of articles are: contribution to the scientific knowledge in the field of tourism and hospitality management, scientifically reliable research methodology, relevant literature review and quality of the English language.
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