Title: Impact of COVID-19 on travel intention in Silicon Valley of India – testing the efficacy of the theory of planned behaviour
Authors: D.P. Sudhagar; Sweety Jamgade
Addresses: School of Professional Studies, Garden City University, Bengaluru-49, India ' Faculty of Hospitality Management and Catering Technology (FHMCT), Ramaiah University of Applied Sciences, Bangalore-54, India
Abstract: Travel intention is an important factor in understanding the traveller's preferences in the travel and tourism business. The purpose of the research is to understand the impact of COVID-19 on travel intention in the Silicon Valley of India and to test the efficacy of the theory of planned behaviour to predict travel intentions. This empirical research followed a quantitative analysis using the data acquired from a structured questionnaire. Convenience sampling was followed to collect the data from the respondents. The multiple linear regression results indicate a significant relationship between attitude, subjective norm, and perceived behaviour control on the intention to travel. The research is limited to respondents from Silicon Valley. The study contributes to the limited literature available in developing countries with respect to understanding the efficacy of the theory of planned behaviour to predict travel intention. The policymakers and health authorities can use the study findings to make decisions and develop policy regulations during the pandemic.
Keywords: travel; intention; coronavirus; behaviour; demographics; relationship; theory of planned behaviour; TPB; efficacy; non-pharmaceutical intervention; NPI; Silicon Valley; impact; India.
International Journal of Business Innovation and Research, 2023 Vol.30 No.2, pp.240 - 255
Received: 15 Sep 2020
Accepted: 21 Dec 2020
Published online: 27 Jan 2023 *