To board or not to board? Understanding the drivers of intention to fly during the COVID-19 crisis

Luís Filipe Pinho, Mijail Naranjo-Zolotov and Diego Costa Pinto

Current Issues in Tourism, 2022, vol. 25, issue 23, 3871-3887

Abstract: This study sheds light on consumer demand for air travel in the pandemic context by proposing and evaluating a model that combines the personal and third-party beliefs on travel intentions (Theory of Planned Behaviour), as well as the perceived level of threat and familiarity (Protection Motivation Theory). The model is evaluated with a sample of 381 respondents from Portugal, into two groups: travellers vs. non-travellers. Our results provide evidence that for both groups, self-efficacy and social influence are positively associated with the intention to fly. On the other hand, for non-travellers, attitudinal preferences are negatively driven by response cost and level of fear. For the COVID travellers, familiarity positively affects their attitude toward flying. This study contributes to a shift in the paradigm of tourism and can be used by airline companies and tourism operators, deepening the understanding of customer motivation for air travelling during the pandemic.

Date: 2022
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DOI: 10.1080/13683500.2021.2005552

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