Recalibrating the compass: what truly matters to travellers after uncertainty

Maria Francisca Lies Ambarwati, Idris Gautama So, Sri Bramantoro Abdinagoro and Yosef Dedy Pradipto

International Journal of Business Innovation and Research, 2025, vol. 37, issue 6, 1-21

Abstract: This study explores the influence of service quality, destination image, and perceived risk on Indonesian tourists' behavioural intentions in the post-pandemic period. It highlights a psychological shift in travel decision-making, where emotional reassurance and safety now outweigh traditional service excellence. Using a quantitative explanatory approach, data were gathered from 300 domestic tourists aged 20-50 in Jakarta, Banten, and West Java. Analysis was conducted through PLS-SEM, guided by the theory of planned behaviour. Findings reveal that destination image has the strongest positive impact on behavioural intention, while perceived risk negatively affects it. Service quality conspicuously did not have any effect, suggesting a shift to focusing on psychological comfort. For tourism policymakers, these findings may imply to reinforce a trustworthy and emotion-based destination image constitute the above-described perceived risk by transparent health communication. The current study extends post-pandemic tourism research by re-conceptualising key predictors of behaviour in a South-East Asian context.

Keywords: destination image; perceived risk; behavioural intention; service quality; theory of planned behaviour; TPB. (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbire:v:37:y:2025:i:6:p:1-21

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