Travellers’ Attitude and Intention towards post Covid-19 Travel: The Moderating Role of Traveller Personality Type

IF 3.1 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM
Mohamed Abou-Shouk, Mohamed Bayoumy, Nidal Alzboun, Saleh Muhammad Zeki Al-Leheabi, M. Abdel-Jalil
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Abstract

COVID-19 has crucially changed the motivations, attitudes, and behaviours of travellers. This study explores the shifts in travel attitudes after the COVID-19 pandemic and how these changes affect the intention for upcoming travels. It investigates the moderating role of the traveller personality in forming the relationships between travel attitude’s antecedents and future travel intention. The study adopts the deductive approach and employs the quantitative method to achieve its aim. It compares the perceptions collected via a questionnaire from random travellers from three countries: UAE, Egypt, and Jordan. PLS-SEM is used for data analysis. It is revealed that protection motivation intentions, destination selection factors, and travel patterns/ arrangements predict travel attitudes post the pandemic. Cautious travellers are highly concerned with protection intentions and destination selection post-epidemic compared with normal travellers. Findings help us understand the shifts in travel attitudes and intentions after the pandemic. Understating the influence of the epidemic on tourists’ attitudes and intention to travel post-pandemic is strongly needed to accelerate tourism recovery and ensure a safe travel environment for tourists. Theoretically, the study responds to the research calls for examining the changes in travel motivations, attitudes, and behaviours. Practically, the study profiles travellers based on their travel personality (i.e., cautious versus normal travellers) and identifies the characteristics of each category. This will help destination marketers and service providers to adopt the relevant strategies to meet the tourists’ needs, expectations and fears in the post-pandemic new normal.
旅行者对 Covid-19 后旅行的态度和意向:旅行者性格类型的调节作用
COVID-19 严重改变了旅行者的动机、态度和行为。本研究探讨了 COVID-19 大流行后旅行态度的转变,以及这些转变如何影响人们即将到来的旅行意向。研究还探讨了旅行者人格在形成旅行态度的前因与未来旅行意向之间的关系时所起的调节作用。本研究采用演绎法和定量法来实现其目的。研究比较了通过问卷从三个国家的随机旅行者那里收集到的看法:阿联酋、埃及和约旦。数据分析采用 PLS-SEM。结果显示,保护动机意图、目的地选择因素和旅行模式/安排可预测大流行后的旅行态度。与正常的旅行者相比,谨慎的旅行者在疫情后高度关注保护意愿和目的地选择。研究结果有助于我们理解大流行后旅行态度和意向的转变。为了加快旅游业的恢复,确保为游客提供一个安全的旅游环境,我们亟需了解疫情对疫情后游客旅游态度和意向的影响。从理论上讲,本研究响应了研究人员关于考察旅游动机、态度和行为变化的呼吁。在实践中,本研究根据游客的旅游个性(即谨慎型游客与正常型游客)对其进行了分析,并确定了每一类游客的特征。这将有助于目的地营销人员和服务提供商采取相关战略,以满足游客在大流行后新常态下的需求、期望和恐惧。
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来源期刊
Journal of Tourism and Services
Journal of Tourism and Services HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
7.80
自引率
16.70%
发文量
14
期刊介绍: Journal of Tourism and Services, established in September 2010, is the international reviewed scientific research journal published by the Center for International Scientific Research of VŠO and VŠPP in cooperation with the following partners. The journal publishes high-quality scientific papers and essays with a focus on tourism and service industry development. Together with the scientific part and in order to promote the exchange of current and innovative ideas and stimulating debate, the Journal also includes Reviews of Existing Work or Short Essays, Research Notes, and Research and Industry sections to address important topics and advance theoretical knowledge or thinking about key areas of tourism and services and to allow researchers to present initial findings and reflections or problems concerning fieldwork and research in general.
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