Modelling Tourist's Intention to Adopt Travel Applications during the Pandemic. A Bangladesh Perspective
Abstract
The study's primary purpose is to determine the factors motivating the adoption of online travel applications for booking vacations during the pandemic, specifically amongst the consumers in Bangladesh. The study aims to measure the mediating role of COVID-19 restrictions and information published from time to time on the entire adoption process. The study takes a quantitative approach. A structured questionnaire is used to gather data from 282 respondents nationwide through online mode. A total of 240 respondents showing an interest in online booking of travel are used to analyze the data using Structural Equation Modelling. The EFA and CFA conducted on the 36 items in the questionnaire extracted four factors- two independent variables: Rewarding Motivations and Health Motivations; the dependent variable of Intention to Use and the mediating variable of COVID-19 information. While generating a fit model, there is a significant influence of Rewarding Motivations found on Intention to Use online travel applications with a partially mediating role of COVID-19 information on both the relationships. Empirical evidence from this study will assist tourism marketers in taking sound strategic marketing decisions, which would help revive the tourism sector.
References
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[42] Wang, Y., Hong, A., Li, X. and Gao, J. 2020. Marketing Innovations during a Global Crisis: A Study of China Firms’ Response to COVID-19. Journal of Business Research, 116 (August). DOI:10.1016/j.jbusres.2020.05.029
[43] Wilson, M.E. and Chen, L. H. 2020. Re-Starting Travel in the Era of COVID-19: Preparing Anew. Journal of Travel Medicine, 27 (5). DOI: 10.1093/jtm/taaa108
[44] Yuni, L. H. K. 2020. Analysis of Domestic Tourist Travel Preferences Post-COVID-19 Pandemic. Journal of Applied Sciences in Travel and Hospitality, 3(2): 80-88. DOI: 10.31940/jasth.v3i2.2052
[45] Yunus, M., Hoque, M. M. and Chowdhury, T. T. 2021. Impact of COVID-19 on Tourism Industry in Bangladesh: Analysis of Current Situation and Suggested Strategies for the Future.
[46] Zheng, D., Luo, Q. and Ritchie, B.W. 2021. Afraid to Travel after COVID-19? Self-Protection, Coping and Resilience against Pandemic ‘Travel Fear.’ Tourism Management, 83 (April). DOI:10.1016/j.tourman.2020.104261
[47] Statista 2021. Coronavirus: Impact on the Tourism Industry Worldwide - Statistics & Facts.
[2] Al-Ghraibah, O.B. 2020. Online Consumer Retention in Saudi Arabia during COVID-19: The Moderating Role of Online Trust. Journal of Critical Reviews, 7 (9): 2464–72.
[3] Ali, F., Terrah, A., Wu, C., Ali, L. and Wu, H. 2021. Antecedents and consequences of user engagement in smartphone travel apps. Journal of Hospitality and Tourism Technology, 12(2): 355-371. DOI: 10.1108/JHTT-09-2020-0221
[4] Bhrammanachote, Winayaporn, and Yothin Sawangdee. 2021. SUSTAINING OR SURVIVING? AN EXPLORATORY CASE STUDY ON COVID-19’S IMPACT TOWARDS HOTEL BUSINESSES. Tourism and Hospitality Management, 27 (2): 273–92. DOI: 10.20867/thm.27.2.3
[5] Campbell, M.C, Inman, J.J., Kirmani, A. and Price, L.L. 2020. In Times of Trouble: A Framework for Understanding Consumers’ Responses to Threats. Journal of Consumer Research, 47 (3). DOI:10.1093/jcr/ucaa036
[6] Chang, C.-L., McAleer, M. and Ramos, V. 2020. A Charter for Sustainable Tourism after COVID-19. Sustainability, 12 (9): 3671. DOI: 10.3390/su12093671
[7] Chen, H., Huang, X. and Li, Z. 2020. A Content Analysis of Chinese News Coverage on COVID-19 and Tourism. Current Issues in Tourism. May. DOI: 10.1080/13683500.2020.1763269
[8] Chowdhury, E.K. 2020. Catastrophic Impact of COVID-19 on Tourism Sector in Bangladesh: An Event Study Approach. The Cost and Management, 48 (4): 43–52.
[9] Fusté-Forné, F. and Michael, N. 2021. Limited Tourism: Travel Bubbles for a Sustainable Future. Journal of Sustainable Tourism, July, 1–18. DOI: 10.1080/09669582.2021.1954654
[10] Galoni, C., Carpenter, G.S. and Rao, H. 2020. Disgusted and Afraid: Consumer Choices under the Threat of Contagious Disease. Journal of Consumer Research, 47 (3). DOI: 10.1093/jcr/ucaa025
[11] Gupta, A., Dogra, N. and George, B. 2018. What determines tourist adoption of smartphone apps? An analysis based on the UTAUT-2 framework. Journal of Hospitality and Tourism Technology, 9(1): 50-64. DOI: 10.1108/JHTT-02-2017-0013
[12] Hair, J. et al. 2006. Multivariate Data Analysis. 6th ed. NJ: Pearson Prentice Hall.
[13] Haque, S. M. S. 2020. The Effects of COVID-19 Pandemic and Recovery Strategies for the Travel and Tourism Sector in Bangladesh. Hospitality & Tourism Review, 2(1): 1-13. DOI:http://dx.doi.org/10.38157/hospitality-tourism-review.v2i1.209
[14] Hossain, M.. 2021. The Effect of the COVID-19 on Sharing Economy Activities. Journal of Cleaner Production 280 (January): 124782. DOI: 10.1016/j.jclepro.2020.124782
[15] Hoyos-Estrada, S., and Sastoque-Gómez, J. D. 2020. Marketing Digital Como Oportunidad de Digitalización de Las PYMES En Colombia En Tiempo Del COVID – 19. Revista Científica Anfibios, 3 (1). DOI:10.37979/afb.2020v3n1.60
[16] Kantar. 2020. Coronavirus Outbreak’s Impact on China’s Consumption. Kantar.
[17] Kim, J. 2020. Impact of the Perceived Threat of COVID-19 on Variety-Seeking. Australasian Marketing Journal, 28 (3). DOI: 10.1016/j.ausmj.2020.07.001
[18] Kim, J. J., and Heesup Han. 2022. Redefining In-Room Amenities for Hotel Staycationers in the New Era of Tourism: A Deep Dive into Guest Well-Being and Intentions. International Journal of Hospitality Management, 102 (April): 103168. DOI: 10.1016/j.ijhm.2022.103168
[19] Lapointe, D. 2020. Reconnecting Tourism after COVID-19: The Paradox of Alterity in Tourism Areas. Tourism Geographies, 22 (3): 633–38. DOI: 10.1080/14616688.2020.1762115
[20] Lin, Y.-H., and Zhang, C. 2021. Investigating Air Travellers’ Travel Motivation during a Pandemic Crisis. Journal of Air Transport Management, 97 (October): 102138. DOI: 10.1016/j.jairtraman.2021.102138
[21] Liu, Q. et al. 2020. Exploring Consumers’ Buying Behavior in a Large Online Promotion Activity: The Role of Psychological Distance and Involvement. Journal of Theoretical and Applied Electronic Commerce Research, 15(1). DOI: 10.4067/S0718-18762020000100106
[22] Lock, S. 2020. Global Change in Travel and Tourism Revenue Due to COVID-19 2019-2020. Statista. October 20.
[23] MacSween, S. and Canziani, B. 2021. Travel Booking Intentions and Information Searching during COVID-19. International Hospitality Review ahead-of-print (ahead-of-print). DOI: 10.1108/IHR-08-2020-0046
[24] Majumdar, Raju. 2021. Surviving and Growing in the Post-COVID World: The Case of Indian Hotels. Worldwide Hospitality and Tourism Themes, 13 (5): 584–98. DOI: 10.1108/WHATT-05-2021-0064
[25] Malfitano, A. P. S., da Cruz, D. M. C. and Esquerdo Lopes, R. 2020. Terapia Ocupacional Em Tempos de Pandemia: Seguridade Social e Garantias de Um Cotidiano Possível Para Todos. Cadernos Brasileiros de Terapia Ocupacional, 28 (2). DOI: 10.4322/2526-8910.ctoED22802
[26] Malik, G. and Rao, A. S. 2019. Extended expectation-confirmation model to predict continued usage of ODR/ride hailing apps: role of perceived value and self-efficacy. Information Technology & Tourism, 21(4): 461-482. DOI: 10.1007/s40558-019-00152-3
[27] Mehta, M.P., Kumar, G. and Ramkumar, M. 2021. Customer Expectations in the Hotel Industry during the COVID-19 Pandemic: A Global Perspective Using Sentiment Analysis. Tourism Recreation Research, March, 1–18. DOI: 10.1080/02508281.2021.1894692
[28] Nunes, S. and Cooke, P. 2021. New Global Tourism Innovation in a Post-Coronavirus Era. European Planning Studies, 29 (1). DOI: 10.1080/09654313.2020.1852534
[29] Orîndaru, A., et al. 2021. Tourism in a Post-COVID-19 Era: Sustainable Strategies for Industry’s Recovery. Sustainability, 13 (12): 6781. DOI: 10.3390/su13126781
[30] Qiao, G., Ruan, W.J. and Pabel, A. 2021. Understanding Tourists’ Protection Motivations When Faced with Overseas Travel after COVID-19: The Case of South Koreans Travelling to China. Current Issues in Tourism, May, 1–19. DOI: 10.1080/13683500.2021.1928011
[31] Rahman, M.K., Gazi, A. I., Bhuiyan, M. A. and Rahaman, A. 2021. Effect of COVID-19 Pandemic on Tourist Travel Risk and Management Perceptions. PLOS ONE, 16 (9): e0256486. DOI:10.1371/journal.pone.0256486
[32] Rutynskyi, M. and Kushniruk, H. 2020. The Impact of Quarantine Due to COVID-19 Pandemic on the Tourism Industry in Lviv (Ukraine). Problems and Perspectives in Management, 18 (2). DOI:10.21511/ppm.18(2).2020.17
[33] Sánchez-Teba, E.M., García-Mestanza, J. and Rodríguez-Fernández, M. 2020. The Application of the Inbound Marketing Strategy on Costa Del Sol Planning & Tourism Board. Lessons for Post-COVID-19 Revival. Sustainability 12 (23). DOI: 10.3390/su12239926
[34] Sigala, M. 2020. Tourism and COVID-19: Impacts and Implications for Advancing and Resetting Industry and Research. Journal of Business Research, 117 (September): 312–21. DOI: 10.1016/j.jbusres.2020.06.015
[35] Simancas Cruz, M., Hernández Martín, R. and Padrón Fumero, N. 2020. Turismo Pos-COVID-19: Reflexiones, Retos y Oportunidades. Cátedra de Turismo CajaCanarias-Ashotel de la Universidad de La Laguna. DOI: 10.25145/b.Turismopos-COVID-19.2020
[36] Tabachnick, B.G., and Fidell, L.S. 2007. Using Multivarite Statistics. 5th ed. Pearson Education.
[37] Thomas, A. 2021. Introspecting the New Normalities of the Post-COVID-19 Era in the Asian Tourism Industry. In Future of Tourism in Asia, 297–312. Singapore: Springer Singapore. DOI: 10.1007/978-981-16-1669-3_18
[38] Torales, J., et al. 2020. The Outbreak of COVID-19 Coronavirus and Its Impact on Global Mental Health. International Journal of Social Psychiatry, 66 (4). DOI: 10.1177/0020764020915212
[39] Toubes, D. R., Araújo Vila, N. and Fraiz Brea, J. A. 2021. Changes in Consumption Patterns and Tourist Promotion after the COVID-19 Pandemic. Journal of Theoretical and Applied Electronic Commerce Research, 16 (5). DOI: 10.3390/jtaer16050075
[40] Travel Consul. 2020. New Global Study Reveals That Destination Health Certifications Inspire Confidence among Travel Advisors and Their Clients. Travel Consul.
[41] Villacé-Molinero, T., Fernández-Muñoz, J. J., Orea-Giner, A. and Fuentes-Moraleda. L. 2021. Understanding the New Post-COVID-19 Risk Scenario: Outlooks and Challenges for a New Era of Tourism. Tourism Management, 86 (October): 104324. DOI: 10.1016/j.tourman.2021.104324
[42] Wang, Y., Hong, A., Li, X. and Gao, J. 2020. Marketing Innovations during a Global Crisis: A Study of China Firms’ Response to COVID-19. Journal of Business Research, 116 (August). DOI:10.1016/j.jbusres.2020.05.029
[43] Wilson, M.E. and Chen, L. H. 2020. Re-Starting Travel in the Era of COVID-19: Preparing Anew. Journal of Travel Medicine, 27 (5). DOI: 10.1093/jtm/taaa108
[44] Yuni, L. H. K. 2020. Analysis of Domestic Tourist Travel Preferences Post-COVID-19 Pandemic. Journal of Applied Sciences in Travel and Hospitality, 3(2): 80-88. DOI: 10.31940/jasth.v3i2.2052
[45] Yunus, M., Hoque, M. M. and Chowdhury, T. T. 2021. Impact of COVID-19 on Tourism Industry in Bangladesh: Analysis of Current Situation and Suggested Strategies for the Future.
[46] Zheng, D., Luo, Q. and Ritchie, B.W. 2021. Afraid to Travel after COVID-19? Self-Protection, Coping and Resilience against Pandemic ‘Travel Fear.’ Tourism Management, 83 (April). DOI:10.1016/j.tourman.2020.104261
[47] Statista 2021. Coronavirus: Impact on the Tourism Industry Worldwide - Statistics & Facts.
Published
2022-03-31
How to Cite
HAQUE, S.M. Shariful et al.
Modelling Tourist's Intention to Adopt Travel Applications during the Pandemic. A Bangladesh Perspective.
Journal of Environmental Management and Tourism, [S.l.], v. 13, n. 2, p. 515-529, mar. 2022.
ISSN 2068-7729.
Available at: <https://journals.aserspublishing.eu/jemt/article/view/6908>. Date accessed: 23 nov. 2024.
doi: https://doi.org/10.14505/jemt.v13.2(58).21.
Section
Article
Copyright© 2024 The Author(s). Published by ASERS Publishing 2024. This is an open access article distributed under the terms of CC-BY 4.0 license.