Jurnal Manajemen dan Pemasaran Jasa
Vol. 17 No. 1 (2024): Maret

Navigating the new normal: A study on Indonesian travelers' willingness to pay more post-pandemic using the theory of planned behavior

Lianna Wijaya (Management Department, Binus Online Learning, Bina Nusantara University, Indonesia)
Kah Choon Ng (Geography Department, Faculty of Arts and Social Sciences, University of Malaya, Malaysia)
Pardomuan Robinson Sihombing (National Account, BPS-Statistic Indonesia, Indonesia)
Tiurida Lily Anita (Hotel Management Department, Faculty of Digital Communication and Hotel and Tourism, Bina Nusantara University, Indonesia)



Article Info

Publish Date
26 Mar 2024

Abstract

One of the industries that have been most negatively impacted by the COVID-19 pandemic is the tourism industry, which has seen a major drop in international travel, an increase in domestic travel, and changes in consumer behavior. This study aims to study the intention of people to travel and the willingness of people to pay more for safety and precautions when traveling. These studies have addressed the matter of the lack of research on changes in the behavior and patterns of travelers. A total of 239 valid questionnaires were collected using an online survey with a purposive sampling technique. The PLS-SEM is employed to test the model. The theory of planned behavior (TPB) as a conceptual framework. Perceived risk influences the attitude of Indonesian Tourists in post-pandemic but has no influence on perceived behavior control. Attitude has a positive and significant direct influence on intention to travel and willingness to pay more. Perceived behavior control influences on intention to travel but no influence on willingness to pay more. Lastly, the intention to pay more does not influence willingness to pay more. The empirical findings have the potential to enhance the implementation of safety precautions in tourism services and the formulation of efficient strategies to revive tourism. This study substantially contributes to the body of knowledge because presented empirical proof of travel behavior patterns in Indonesia in the post-pandemic.

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Journal Info

Abbrev

jasa

Publisher

Subject

Economics, Econometrics & Finance

Description

Jurnal Manajemen dan Pemasaran Jasa is a peer reviewed and open access journal published by Lembaga Penerbit Fakultas Ekonomi dan Bisnis (LPFEB). This journal receives an original research paper and review paper which suitable with focus and ...