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Article . 2024 . Peer-reviewed
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Article . 2024
License: CC BY NC ND
Data sources: Datacite
ZENODO
Article . 2024
License: CC BY NC ND
Data sources: Datacite
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Would You Like to Travel After the Covid-19 Pandemic? A Novel Examination of the Causal Correlations Within the Attitudinal Theory of Planned Behaviour

Authors: Lam, Jason M. S.; Kozak, Metin; Ariffin, Ahmad Azmi;

Would You Like to Travel After the Covid-19 Pandemic? A Novel Examination of the Causal Correlations Within the Attitudinal Theory of Planned Behaviour

Abstract

Purpose: This study examines the correlation between tourist attitudes toward international travel post-Covid-19 pandemic as well as the image of the travel destination and the perceived risk. Methods: A cross-sectional method was used to collect data via self-administered questionnaires from 432 international respondents visiting Malaysia in 2023. The causal correlations were then examined using partial least squares structural equation modelling (PLS-SEM). Results: Both the subjective norms and perceived behavioural control of TPB, and destination image significantly influence tourist attitudes, and, subsequently tourist satisfaction. This present study also lists its managerial and theoretical implications as well as its limitations and suggestions for imminent studies. Implications: This study contributes to the limited empirical research on travel post-pandemic by applying the established theory of planned behaviour (TPB). Most of the variables of the theory of planned behaviour, an attitudinal theory, correlate with travel intentions but this study takes another perspective. This study also bridges the gap by correlating the TPB to on-travel experiences by measuring tourist satisfaction.

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Keywords

attitudinal theory, 330, HF5410-5417.5 Marketing. Distribution of products, tourist satisfaction, theory of planned behaviour, travel risks, Management. Industrial management, Marketing. Distribution of products, HF5410-5417.5, 650, HD28-70, theory of planned behaviour, attitudinal theory, travel destination image, travel risks, tourist satisfaction, travel destination image

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citations
This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Citations provided by BIP!
popularity
This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.
BIP!Popularity provided by BIP!
influence
This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Influence provided by BIP!
impulse
This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.
BIP!Impulse provided by BIP!
0
Average
Average
Average
gold
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