Original scientific paper

https://doi.org/10.22598/at/2023.35.2.205

HOW TO BOOST POST-COVID-19 TOURISM REVIVAL: THE ROLE OF SOCIAL DISTANCING

Bo Chen ; School of Management, Hefei University of Technology, China
Tariq Mehmood ; School of Management, Hefei University of Technology, China
Shafaqat Mehmood ; Faculty of Management Studies, University of Central Punjab, Pakistan; College of Management, Shenzhen University, Shenzhen, China

Abstract

This paper examines the post-COVID-19 tourism revival and the influence of social distancing, social norms, and promotional offers. The results indicate that social distancing positively affects travel intention, while social norms negatively moderate the nexus between travel intention and social distancing. Promotion offers were found to be insignificant moderators, whereas trust in tourism service providers significantly mediated the relationship between travel intention and social distancing. Therefore, the most important aspect of reviving tourism in the post-pandemic era is to rebuild travelers’ trust, while tour operators, travel management companies, and destination management organizations should implement measures related to social distancing.

Keywords

tourism revival; post-COVID-19 era; travel intention; social norms; social distancing; promotional offers

Hrčak ID:

311787

URI

https://hrcak.srce.hr/311787

Publication date:

20.12.2023.

Article data in other languages: croatian

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