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A Study on the Intention of Shanghai Residents to Travel Abroad in the Post-Pandemic Era Based on the Theory of Planned Behavior

Author

Listed:
  • Anan Hu

    (Department of Tourism, Fudan University, Shanghai 200433, China)

  • Houqi Li

    (Department of Tourism, Fudan University, Shanghai 200433, China)

  • Jinyuan Pang

    (Department of Tourism, Fudan University, Shanghai 200433, China)

  • Huanfei Zhang

    (Department of Tourism, Fudan University, Shanghai 200433, China)

Abstract

This study has adopted the theory of planned behavior as a framework to examine the relationship among subjective norms, perceived behavioral control, perceived policy orientation, perceived pandemic response capabilities, attitudes, and behavioral intentions towards outbound travel in a post-pandemic society. Specifically, a total of 895 valid questionnaires were employed to test the 9 hypotheses proposed in this study. The results of the structural equation modeling (SEM) analysis show that subjective norms, perceived behavioral control, and perceived policy orientation positively impact residents’ intention to travel abroad. Furthermore, attitude partially mediates the relationship between subjective norms, perceived behavioral control, perceived policy orientation, and residents’ intention to travel abroad. However, the study indicates that the impact of perceived pandemic response capabilities on residents’ intention to travel abroad is not significant. This study’s conclusions emphasize that external policy factors can significantly influence tourists’ intention to travel abroad, contributing to the theoretical research on consumer outbound tourism behavior. Moreover, the study provides important implications for the policy formulation of outbound tourism enterprises and destination governments.

Suggested Citation

  • Anan Hu & Houqi Li & Jinyuan Pang & Huanfei Zhang, 2023. "A Study on the Intention of Shanghai Residents to Travel Abroad in the Post-Pandemic Era Based on the Theory of Planned Behavior," Sustainability, MDPI, vol. 15(15), pages 1-15, August.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:15:p:12050-:d:1211817
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    References listed on IDEAS

    as
    1. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    2. Lu, Jiaying & Hung, Kam & Wang, Lili & Schuett, Michael A. & Hu, Liang, 2016. "Do perceptions of time affect outbound-travel motivations and intention? An investigation among Chinese seniors," Tourism Management, Elsevier, vol. 53(C), pages 1-12.
    3. Baldauf, Artur & Cravens, Karen S. & Diamantopoulos, Adamantios & Zeugner-Roth, Katharina Petra, 2009. "The Impact of Product-Country Image and Marketing Efforts on Retailer-Perceived Brand Equity: An Empirical Analysis," Journal of Retailing, Elsevier, vol. 85(4), pages 437-452.
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