Air transport and mood in younger generations: The role of travel significance and COVID-19

The purpose of this paper is to investigate the relationship between mood and air travel choices, considering the role of travel significance and the influence that COVID-19 may have on younger generations’ choices. Using a mixed-methods sequential exploratory design, a sample of 1,111 Italian respondents, belonging to younger generations is investigated. The data are analysed using a quantile regression with group effects considering attitudes towards COVID-19. The study demonstrates that there is a positive and significant relationship between mood and the number of journeys by air to destinations outside Europe, highlighting the positive moderating effect of the air travel experience and the negative moderating effect of COVID-19. This may have important implications for air transport managers interested in luring younger people to fly in the post-COVID19 era.