Title: Neutralising COVID-19 induced inhibitors of vacationing intention: an Indian perspective

Authors: Debankur Saha; Anirban Chakraborty

Addresses: Indian Institute of Management Lucknow, Prabandh Nagar, IIM Road, Lucknow-226013, India ' Indian Institute of Management Lucknow, Prabandh Nagar, IIM Road, Lucknow-226013, India

Abstract: The COVID-19 pandemic has adversely impacted the tourism industry. Tourists are refraining from going on vacation. Getting their patrons back is one of the biggest challenges of the tourism industry. This study explores the factors affecting the vacationing intention of Indian tourists in the COVID-19 period. It also studies the moderating effect of perceived risk on the willingness to pay a price premium for perceived safety measures. The findings of this study will enable the practitioners to understand the drivers of the travelling intention of Indian tourists and thereby devise a suitable strategy to encourage footfalls.

Keywords: COVID-19; attitude; perceived risk; willingness to pay; vacationing intention.

DOI: 10.1504/IJICBM.2022.125594

International Journal of Indian Culture and Business Management, 2022 Vol.27 No.1, pp.111 - 124

Received: 26 Apr 2021
Accepted: 04 Jun 2021
Published online: 16 Sep 2022 *

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