Background: the current crisis derived by COVID-19 has been one of the most damaging for the tourism sector. Several studies using the Theory of Planned Behavior have tried to predict travel intentions based on attitude, subjective norms, and perceived behavioral control but additional variables can be included for a better comprehension of the actual situation we are all living. Purpose: this research would like to be a novel contribution to existing knowledge by providing a prompt and deep understanding of Italian people’s intention to travel for leisure in the next autumn-winter season. Using the Theory of Planned Behavior, perceived fears, health status and stress are investigated as variables that could affect the intention as well as the travelling behavior during both the past summer and the next coming seasons. The research design: literature review of past research was performed in order to develop a theoretical framework that will be tested during the next months. 13 hypotheses are defined and a survey made of 37 questions, divided in 6 different sections, has been created. Both mediation and moderation analysis will be performed. Contribution: this study can confirm the role of the Theory of Planned Behavior in evaluating people’s intention to travel by adding new variables particularly relevant in the COVID-19 context. From a managerial perspective, the findings can assist destination management organizations and the tourism industry to build effective marketing strategies that can encourage people in travelling in the best possible way in line with what makes them feel secure.

Perceived fears, stress overload and health status in traveling intention: a new framework at the time of COVID-19.

Elena Bellio;Francesca Checchinato;Debora Slanzi
2021

Abstract

Background: the current crisis derived by COVID-19 has been one of the most damaging for the tourism sector. Several studies using the Theory of Planned Behavior have tried to predict travel intentions based on attitude, subjective norms, and perceived behavioral control but additional variables can be included for a better comprehension of the actual situation we are all living. Purpose: this research would like to be a novel contribution to existing knowledge by providing a prompt and deep understanding of Italian people’s intention to travel for leisure in the next autumn-winter season. Using the Theory of Planned Behavior, perceived fears, health status and stress are investigated as variables that could affect the intention as well as the travelling behavior during both the past summer and the next coming seasons. The research design: literature review of past research was performed in order to develop a theoretical framework that will be tested during the next months. 13 hypotheses are defined and a survey made of 37 questions, divided in 6 different sections, has been created. Both mediation and moderation analysis will be performed. Contribution: this study can confirm the role of the Theory of Planned Behavior in evaluating people’s intention to travel by adding new variables particularly relevant in the COVID-19 context. From a managerial perspective, the findings can assist destination management organizations and the tourism industry to build effective marketing strategies that can encourage people in travelling in the best possible way in line with what makes them feel secure.
Digital transformation and marketing. Implications for business and society
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/10278/5003691
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