Predicting Visit Intention after COVID-19 Using Theory of Planned Behaviour

N. Muhammed Sajid, Meera Peethambaran and K. Jiyas

Chapter 3 in Market Dynamics and Strategies in a Post-Crisis World:Navigating a World in Flux, 2025, pp 41-53 from World Scientific Publishing Co. Pte. Ltd.

Abstract: The global pandemic COVID-19 has stretched its vicious wings across the world, forcing the entire world to strive hard to come up with solutions to address the situation. There were periods when each day ended with a death toll crossing the count of lakhs (hundreds of thousands). People were left stranded in many places due to travel bans and social distancing in many parts of the world. The travel industry, which is one of the most prosperous industries, was direly affected by the pandemic. In this chapter, we incorporate the theory of planned behaviour in order to predict the travel intentions of tourists in the post-COVID-19 phase. For this, we examine variables such as attitude, subjective norms, and perceived behavioural control. Another independent variable that plays a crucial role in travel intention is perceived risk, which prevents people from travelling from one place to another in fear of the risk (pandemic spread) that they could encounter.

Keywords: Marketing; Consumer Behaviour; Crisis Response; Post-Crisis Management; Flexibility; Agile; Leadership; Business; COVID-19 (search for similar items in EconPapers)
JEL-codes: M1 M3 M30 M31 (search for similar items in EconPapers)
Date: 2025
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