The Post-Coronavirus World in the International Tourism Industry: Application of the Theory of Planned Behavior to Safer Destination Choices in the Case of US Outbound Tourism
health belief, Perceived risk, theory of planned behavior (TPB), protection plan, monetary promotion, post-COVID-19
The tourism industry has been seriously suffering from the coronavirus disease (COVID-19) crisis ever since its outbreak. Given this pandemic situation, the major aim of this study is to develop a conceptual framework that clearly explains the US international tourists’ post-pandemic travel behaviors by expanding the theory of planned behavior (TPB). By utilizing a quantitative process, the TPB was successfully broadened by incorporating the travelers’ perceived knowledge of COVID-19, and it has been deepened by integrating the psychological risk. Our theoretical framework sufficiently accounted for the US tourists’ post-pandemic travel intentions for safer international destinations. In addition, the perceived knowledge of COVID-19 contributed to boosting the prediction power for the intentions. The associations among the subjective norm, the attitude, and the intentions are under the significant influence of the tourists’ psychological risks regarding international traveling. The comparative criticality of the subjective norm is found. Overall, the findings of this study considerably enhanced our understanding of US overseas tourists’ post-pandemic travel decision-making processes and behaviors.
Aleksandar Radic, Heesup Han, Amr Al-Ansi, Bee-Lia Chua, Beenish Tariq, Su-hyun Park