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The impact of the COVID-19 pandemic on tourists’ air travel intentions: The role of perceived health risk and trust in the airline

Travel restrictions as well as travellers' increased risk perceptions have changed travel patterns around the globe during the COVID-19 pandemic. As such, the aviation industry has been particularly affected by the changing environment. Several airlines have reacted to travellers' rising c...

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Detalles Bibliográficos
Autores principales: Garaus, Marion, Hudáková, Melánia
Formato: Online Artículo Texto
Lenguaje:English
Publicado: The Authors. Published by Elsevier Ltd. 2022
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9212763/
https://www.ncbi.nlm.nih.gov/pubmed/35755454
http://dx.doi.org/10.1016/j.jairtraman.2022.102249
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author Garaus, Marion
Hudáková, Melánia
author_facet Garaus, Marion
Hudáková, Melánia
author_sort Garaus, Marion
collection PubMed
description Travel restrictions as well as travellers' increased risk perceptions have changed travel patterns around the globe during the COVID-19 pandemic. As such, the aviation industry has been particularly affected by the changing environment. Several airlines have reacted to travellers' rising concerns about becoming infected with the COVID-19 disease by introducing safety measures to guarantee a safe journey. Although research has noted the relevance of good communication during crises, the impact of communicating safety measures by rational (safety) advertising appeals on air travel intention has not been explored thus far. The current study investigates consumers’ reactions to two different types of advertising appeals during the COVID-19 pandemic and their effect on air travel intentions and airline recommendation intentions. An online experiment reveals that travellers react more positively to safety as compared to emotional advertising appeals during the COVID-19 pandemic. Furthermore, the results confirm the hypothesized mediating effect of perceived health risk and trust in the airline on the impact of safety appeals in terms of air travel intention and airline recommendation. The results of this study uncover the underlying mechanisms that have driven consumers' air travel intentions during the COVID-19 pandemic and offer various theoretical and managerial implications.
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spelling pubmed-92127632022-06-22 The impact of the COVID-19 pandemic on tourists’ air travel intentions: The role of perceived health risk and trust in the airline Garaus, Marion Hudáková, Melánia J Air Transp Manag Article Travel restrictions as well as travellers' increased risk perceptions have changed travel patterns around the globe during the COVID-19 pandemic. As such, the aviation industry has been particularly affected by the changing environment. Several airlines have reacted to travellers' rising concerns about becoming infected with the COVID-19 disease by introducing safety measures to guarantee a safe journey. Although research has noted the relevance of good communication during crises, the impact of communicating safety measures by rational (safety) advertising appeals on air travel intention has not been explored thus far. The current study investigates consumers’ reactions to two different types of advertising appeals during the COVID-19 pandemic and their effect on air travel intentions and airline recommendation intentions. An online experiment reveals that travellers react more positively to safety as compared to emotional advertising appeals during the COVID-19 pandemic. Furthermore, the results confirm the hypothesized mediating effect of perceived health risk and trust in the airline on the impact of safety appeals in terms of air travel intention and airline recommendation. The results of this study uncover the underlying mechanisms that have driven consumers' air travel intentions during the COVID-19 pandemic and offer various theoretical and managerial implications. The Authors. Published by Elsevier Ltd. 2022-08 2022-06-16 /pmc/articles/PMC9212763/ /pubmed/35755454 http://dx.doi.org/10.1016/j.jairtraman.2022.102249 Text en © 2022 The Authors Since January 2020 Elsevier has created a COVID-19 resource centre with free information in English and Mandarin on the novel coronavirus COVID-19. The COVID-19 resource centre is hosted on Elsevier Connect, the company's public news and information website. Elsevier hereby grants permission to make all its COVID-19-related research that is available on the COVID-19 resource centre - including this research content - immediately available in PubMed Central and other publicly funded repositories, such as the WHO COVID database with rights for unrestricted research re-use and analyses in any form or by any means with acknowledgement of the original source. These permissions are granted for free by Elsevier for as long as the COVID-19 resource centre remains active.
spellingShingle Article
Garaus, Marion
Hudáková, Melánia
The impact of the COVID-19 pandemic on tourists’ air travel intentions: The role of perceived health risk and trust in the airline
title The impact of the COVID-19 pandemic on tourists’ air travel intentions: The role of perceived health risk and trust in the airline
title_full The impact of the COVID-19 pandemic on tourists’ air travel intentions: The role of perceived health risk and trust in the airline
title_fullStr The impact of the COVID-19 pandemic on tourists’ air travel intentions: The role of perceived health risk and trust in the airline
title_full_unstemmed The impact of the COVID-19 pandemic on tourists’ air travel intentions: The role of perceived health risk and trust in the airline
title_short The impact of the COVID-19 pandemic on tourists’ air travel intentions: The role of perceived health risk and trust in the airline
title_sort impact of the covid-19 pandemic on tourists’ air travel intentions: the role of perceived health risk and trust in the airline
topic Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9212763/
https://www.ncbi.nlm.nih.gov/pubmed/35755454
http://dx.doi.org/10.1016/j.jairtraman.2022.102249
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