Purpose

This paper aims to predict the post-pandemic intention of Indian consumers to participate in tourism and hospitality T&H events by incorporating the perception of Covid-19 (PCOV) into the theory of planned behavior (TPB). It also examines the relationship among attitude, subjective norm, perceived behavioral control, behavioral intention and PCOV.

Design/methodology/approach

This research employed a quantitative research technique, with data collected using an online questionnaire-based survey from August 23 to October 29, 2021. The sampling approach is convenient, and the sample of this study is comprised of individuals who follow events pages on social networking sites.

Findings

The findings of SEM revealed that the proposed model has better explanatory and predictive power. The path analysis showed that all the variables of the TPB are significantly and positively associated with the post-pandemic intention to participate in the T&H events. However, the PCOV is negatively associated with the post-pandemic intention.

Research limitations/implications

The results of this study give an idea about the post-pandemic intention of Indian consumers to participate in T&H events. The results of this study revealed important practical implications for event management organizations, travel agencies that deal in events, the T&H industry, tourism planners and other stakeholders, as these findings may be used to develop effective marketing strategies.

Originality/value

There has been a lot of research on TPB in the context of coronavirus, but to the best of the authors' knowledge, there is a gap in the literature regarding the intention to participate in T&H events. Hence, this research fills that gap.

中文翻译：

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大流行后参与旅游和酒店 (T&H) 活动的意愿：通过计划行为理论和 Covid-19 感知的综合调查

目的

本文旨在通过将 Covid-19 (PCOV) 的感知纳入计划行为理论 (TPB) 来预测大流行后印度消费者参与旅游和酒店 T&H 活动的意图。它还检查了态度、主观规范、感知行为控制、行为意图和 PCOV 之间的关系。

设计/方法/途径

本研究采用定量研究技术，从 2021 年 8 月 23 日至 10 月 29 日使用在线问卷调查收集数据。抽样方法方便，本研究的样本由在社交网络上关注事件页面的个人组成网站。

发现

SEM 的结果表明，所提出的模型具有更好的解释和预测能力。路径分析表明，TPB 的所有变量都与大流行后参与 T&H 事件的意愿显着正相关。然而，PCOV 与大流行后的意向呈负相关。

研究局限性/影响

这项研究的结果让我们了解了印度消费者在大流行后参与 T&H 活动的意愿。这项研究的结果揭示了对事件管理组织、处理事件的旅行社、T&H 行业、旅游规划者和其他利益相关者的重要实际意义，因为这些发现可用于制定有效的营销策略。

原创性/价值

在冠状病毒的背景下对 TPB 进行了大量研究，但据作者所知，关于参加 T&H 活动的意图，文献中存在差距。因此，这项研究填补了这一空白。