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EMAC 2022 Annual


Travelling Intention at the time of COVID-19: an extension of the Theory of Planned Bahavior
(A2022-107714)

Published: May 24, 2022

AUTHORS

Elena Bellio, Management Department - Ca' Foscari University, Venice; Francesca Checchinato, Management Department - Ca' Foscari University, Venice; Debora Slanzi, Ca' Foscari University Venice

ABSTRACT

The present study aims at providing a prompt and deep understanding of people’s intention to travel for leisure in the COVID-19 pandemic time. Extending the Theory of Planned Behavior, we predict that also perceived fears, health status and stress overload can affect the travelling intention. Literature review of past research was performed in order to develop a theoretical framework made of 10 hypotheses. Data was collected through a survey and tested using Structural Equation Model Analysis. Findings indicate that subjective norms and perceived behavioral control are no more predictors of traveling intention, instead the new variables Stress Overload and Perceived Fears affect it. Thus, our results suggest that in the period of Covid 19 behaviours are driven by personal factors while others’ opinion do not play a significant role. These results can assist the tourism industry to build new effective marketing strategies that can encourage people in travelling in the best possible way in line with what makes them feel safe.