The Impact of Attitude and Subjective Norm on Airline Passengers’ Travel Intention in the Covid-19 Era: Mediating Role Of Perceived Risk

Authors

DOI:

https://doi.org/10.34019/2238-2925.2021.v11.33277

Keywords:

Travel intention, Subjective norms, Attitude, Airline, COVID-19

Abstract

The covid-19 pandemic has had unprecedented effects without distinction between the public and private sectors. Service industries that have been interrelated in different ways have felt the effectsmore. The airline industry is the most important service-intensive sector and the COVID-19 era has important effects on the demand and supply of the industry. The demandside analysis of the industry, which has been consisted of the passengers, is important to understand in the COVID-19 era. The travel intention of airline passengers will play a critical role in the recovery process of the industry in the pandemic process. The study aims to reveal the antecedents of airline passengers' travel intentions in the COVID-19 era. The empirical data were collected through respondents in Turkey. The PLS-SEM was employed to test the hypotheses. Findings indicate that there is a significant relationship between travel intention and trust, perceived risk, perceived value, habit. Also, the findings show that there is no relationship between travel intention and social norms. According to the mediation analysis results, it was found that the trust and social norms in airline services directly affects the air travel intention, as well as indirectly by reducing the perceived risk.

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Author Biographies

İnci Polat, Department of Aviation Management at Suleyman Demirel University (Turkey)

Assistant Professor in the Department of Aviation Management at Suleyman Demirel University, Turkey. She received her BSc. in the department of International Trade at Celal Bayar University, MSc. in the International Trade and Logistics at Gaziantep University, Turkey. She graduated with her Ph.D. in Civil Aviation Management from Anadolu University, Turkey. Her Ph.D. thesis was about Service-Dominant (S-D) Orientation on Airline Ecosystem in Turkey. She published papers about value co-creation in airline-passengers interaction, service innovation, firm performance, S-D orientation in the airline industry, and strategic orientation in the logistics industry in well-known international journals and books. Her research field includes S-D orientation, value co-creation, value co-destruction, service innovation, firm performance, airline marketing. ORCID: https://orcid.org/0000-0003-4052-2009  [  incisesliokuyucu@sdu.edu.tr ]

Dilek Erdoğan, Department of Aviation Management at Gaziantep University (Turkey)

Assistant Professor in the Department of Aviation Management at Gaziantep University, Turkey. She received her BSc., MSc., and Ph.D. all in Civil Aviation Management at Anadolu University, Turkey. She focused on the IT outsourcing relationship in Turkey and the aviation industry. She published papers about airport management, IT outsourcing in Turkey and the aviation industry, transaction cost theory to outsourcing, airline performance management in well-known international journals and books.  She pursues her research in the areas of airport management, airline management, information technology management, strategic management, transaction cost theory. ORCID: https://orcid.org/0000-0002-1930-3584 [ dilekc@anadolu.edu.tr ]

Osman Seraceddin Sesliokuyucu, Department of Aviation Management at Suleyman Demirel University (Turkey)

Assistant Professor in the department of Aviation Management at Suleyman Demirel University, Turkey. He received his BSc. in Economics at Marmara University, his MSc. in International Trade and Logistics, and Ph.D. in Economics at Gaziantep University, Turkey. His Ph.D. thesis focused on the Upgrading in Global Value Chain and its relationship with Countries Infrastructures. He published papers about air transport, global value chains, value Co-Creation, and the adoption of new processes.  He pursues his research in air transport, air passenger behavior, information technology, international trade, and value co-creation and co-destruction. ORCID: https://orcid.org/0000-0001-6539-0992 [ osmansesliokuyucu@sdu.edu.tr ]

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Published

2021-10-15

How to Cite

Polat, İnci, Erdoğan, D. ., & Sesliokuyucu, O. S. (2021). The Impact of Attitude and Subjective Norm on Airline Passengers’ Travel Intention in the Covid-19 Era: Mediating Role Of Perceived Risk. Anais Brasileiros De Estudos Turísticos - ABET, 11. https://doi.org/10.34019/2238-2925.2021.v11.33277