Would you like to travel after the Covid-19 pandemic? A novel examination of the causal correlations within the attitudinal theory of planned behaviour

Purpose: This study examines the correlation between tourist attitudes toward international travel post-Covid-19 pandemic as well as the image of the travel destination and the perceived risk.  

Methods: A cross-sectional method was used to collect data via self-administered questionnaires from 432 international respondents visiting Malaysia in 2023. The causal correlations were then examined using partial least squares structural equation modelling (PLS-SEM).

Results: Both the subjective norms and perceived behavioural control of TPB, and destination image significantly influence tourist attitudes, and, subsequently tourist satisfaction. This present study also lists its managerial and theoretical implications as well as its limitations and suggestions for imminent studies.

Implications: This study contributes to the limited empirical research on travel post-pandemic by applying the established theory of planned behaviour (TPB). Most of the variables of the theory of planned behaviour, an attitudinal theory, correlate with travel intentions but this study takes another perspective. This study also bridges the gap by correlating the TPB to on-travel experiences by measuring tourist satisfaction.