A cognitive perspective: The influence of pandemic anxiety on the emergence of revenge traveling as moderated by travel motivation, local airline companies’ travel incentives, and destination marketing for Filipinos in the post-pandemic period

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ID: 285667
2022
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Abstract
The COVID-19 Pandemic led to individuals’ increased anxiety, as literature review showcases travelers’ varying Pandemic Anxiety levels to travel intention, with Pandemic Anxiety, Travel Motivation, Travel Incentives, and Destination Marketing as potential drivers, highlighting the significance of reassessing Pandemic Anxiety’s influence on Revenge Traveling during the post-pandemic period. This study then investigates the aforementioned relationship between Pandemic Anxiety and Revenge Traveling, as moderated by Travel Motivation, local airlines’ Travel-Incentives, and Destination-Marketing for Filipinos (N=400). Through a survey distributed to adult Filipino passengers and interviews with experts, the results unveiled Pandemic-Anxiety alone (p < 0.001) significantly influences Revenge-Traveling. A model fit (Adjusted R² = 0.3545) was acquired when integrating Travel-Motivation (p = 0.415), Travel Incentives (p = 0.110), and Destination-Marketing (p = 0.531) as moderators between Pandemic Anxiety and Revenge-Traveling, highlighting the insignificant influence of Pandemic-Anxiety on Revenge-Traveling, as moderated by the aforementioned variables. The subsequent Multiple Linear Regression Analysis indicates that Pandemic-Anxiety (p=0.706) does not significantly influence Revenge-Traveling, while Travel-Motivation (p < 0.001), Travel-Incentives (p < 0.001), and Destination-Marketing (p < 0.001) are significant predictors and therefore, are the primary drivers of adult Filipino Passengers’ intent to Revenge-Travel in the Post-Pandemic. Recommendations include strategic airline programs and social-media/webpage marketing, among others.
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Authors Quilario, Ivvey Kae Katipunan
Journal Malay Journal
Year 2022
DOI
DOI not found
URL
https://animorepository.dlsu.edu.ph/etdb_dsi/34
Keywords Keywords not found

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