Exploring the Factors Affecting Travel Intention During the COVID-19 Pandemic: A Structural Analysis

Document Type : Research Paper

Authors

1 Department of Tourism and Hospitality Management, School of Economics, Management and Social Sciences, Shiraz University

2 Department of Tourism Management, School of Economics, Management and Accounting, Yazd University, Yazd, Iran

Abstract

The purpose of this study was to identify structural relationships between factors affecting domestic tourism intentions in Iran under COVID-19 conditions, taking into account the importance of behavioral intention in predicting behavior. Therefore, it adds to the emerging body of knowledge about travel intentions during the pandemic. Structural equation modelling was used to analyze 383 online questionnaires, which revealed a positive impact of “frequency of past travel” and a negative effect of “Covid-19 risk knowledge,” “perceived risk,” and “risk aversion attitudes” on “travel intentions.” Furthermore, “perceived risk” and “risk aversion attitudes” mediated the relationship between “frequency of past travel” and “Covid-19 risk knowledge” with “travel intentions.” Meanwhile, “socio-demographic variables” and “travel purposes” moderated the relationships between “risk aversion attitudes” and “travel intentions” and between “perceived risks” and “travel intentions.” The findings enable tourism policy-makers, marketers, and businesses to take purposeful measures to recover domestic tourism.

Keywords

Main Subjects


Article Title [فارسی]

تحلیل ساختاری عوامل مؤثر بر نیت سفر در دوران پاندمی کوید-19

Authors [فارسی]

  • فاطمه شکاری 1
  • فاطمه عزیزی 2
1 بخش مدیریت گردشگری و هتلداری، دانشکده اقتصاد، مدیریت و علوم اجتماعی، دانشگاه شیراز، شیراز، ایران
2 گروه مدیریت جهانگردی، دانشکده اقتصاد، مدیریت و حسابداری، دانشگاه یزد، یزد ایران
Abstract [فارسی]

بازاریابی اثربخش در شرایط ریسک، مستلزم شناخت نگرش‌ها، ادراکات و نیت سفر گردشگران به منظور بهره‏‌گیری هدفمند از منابع است. هدف از پژوهش حاضر، شناخت روابط ساختاری بین عوامل اثرگذار بر نیت سفر گردشگران داخلی ایران در شرایط پاندمی کوید-19 بوده است. تحلیل داده‏‌های 383 پرسشنامه آنلاین با استفاده از مدل‌سازی معادلات ساختاری، حاکی از تاثیر مثبت فراوانی سفر پیشین و تاثیر منفی دانش از ریسک، ریسک ادراک شده و نگرش نسبت به اجتناب از ریسک بر نیت سفر بود. بعلاوه، ریسک ادراک شده و نگرش نسبت به اجتناب از ریسک در رابطه بین فراوانی سفر پیشین و دانش از ریسک بیماری با نیت سفر نقش میانجی و متغیرهای جمعیت‌شناختی و اهداف سفر در رابطه بین نگرش نسبت به اجتناب از ریسک و ریسک ادراک شده با نیت سفر، نقش تعدیل‏گر ایفا کردند. یافته‌های این تحقیق می‌تواند به سیاست‌گذاران گردشگری، بازاریابان و مشاغل کمک کند تا اقدامات هدفمندی را برای بهبود گردشگری داخلی انجام دهند.

Keywords [فارسی]

  • نیت سفر
  • نگرش نسبت به ریسک
  • ریسک ادراک شده
  • کوید-19
  • ایران
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