Volume 29, Issue 5, 2020
DOI: 10.24205/03276716.2020.1172
Effects of Travel Intention, Organizational Response, and Perception of Control Due to Covid-19 on Thai Tourists’ Behavior
Abstract
The present research paper is an attempt to assess the situation of tourism industry of Thailand faced various challenges due to pandemic that has devastatingly affected the all aspects of human life. The spread of corona virus has negatively affected the all industries including education industry, retain industry, health sector, airline industry, agriculture industry, oil and petroleum industry but the worst hit is observed for travel and tourism industry. The current study examined the tourists’ behavior influenced by travel intention and organizational response towards covid19. The current study incorporated the impact of corona virus due to its seriousness and large-scale damage to economy. The travel and tourism industry faced significant decrease in number of visitors and contribution to the economy. The data was collected through questionnaires based on simple random sampling technique and was analyzed through Smart-PLS. The results of the study demonstrate that hypothesis H1, H2 and H3 the direct relationship was significant statistically and accepted. The study investigated the moderation effect of perceived control towards covid19 and reported that hypothesis H4 as significant, however hypothesis H5 rejected on statistical grounds.
Keywords
Covid19, Travel intention (TI), Organizational response towards covid19, perception of control, tourists’ behavior