Lessons from COVID-19: How the pandemic shaped tourists’ travel intentions and willingness to fly

Abstract

This study investigated, using structural equation modelling, the causal relationships between tourists’ perceived COVID-19 measures/situations, desire to travel, travel intention to destination, and willingness to fly. The moderating role of travel anxiety was also examined. Data were collected from 655 Thai tourists who had experienced air travel amid the COVID-19 pandemic in Thailand. The results showed the direct effects of perceived COVID-19 measures/situations on desire and travel intention but not on willingness to fly. Desire to travel mediated the relationships between perceived COVID-19 measures/situations and travel intention and between such perceptions and willingness to fly. Results also revealed the direct effect of travel intention on the willingness to fly. The moderating role of travel anxiety was identified in determining the relationship between perceived COVID-19 measures/situations and desire to travel. The study offers insights into restoring tourists’ confidence to travel during and after the pandemic and mitigating the negative impacts of an identical situation in the future.