Public Perception of the Tourism and Hospitality Sector During Covid-19 in Kerala, India

Ajesh Antony; Paul Jose P

doi:10.5281/zenodo.18061459

Authors

Ajesh Antony university of Calicut https://orcid.org/0009-0008-7566-7076
Dr. Paul Jose P University of Calicut

DOI:

https://doi.org/10.5281/zenodo.18061459

Keywords:

Decision-Making process, purchasing behaviour, Society and tourism, Tourism post-pandemic, COVID-19 and Tourism

Abstract

This study aims to evaluate the impact of COVID-19 on the tourism industry, focusing on public attitudes and travellers’ decision-making in emerging economies, with particular attention to travellers' risk perceptions and behaviours, as influenced by the Protection Motivation Theory (PMT). The core of our analytical framework is based on the interaction between perceived threats (such as the severity and vulnerability of contracting COVID-19) and coping mechanisms (including self-efficacy and response efficacy), drawing insights from existing health behaviour theories. The literature suggests that observation of societal behaviour, threat appraisal, and coping appraisal play significant roles in travel constraint negotiation and intentions. Using structured questionnaires, data were gathered from 150 respondents in Kerala, an attractive tourism destination in India, and analyzed in SPSS, accounting for demographic factors such as age, gender, and occupation. The results show that while demographic variables have a limited influence on travel attitudes, occupational differences meaningfully shape responses, highlighting the importance of PMT in understanding travel behaviours during pandemics. The study also indicates potential correlations among threat appraisal, coping appraisal, and travel behaviour, emphasizing the need to build travellers’ confidence to mitigate risks and promote tourism. In conclusion, a deeper understanding of travellers’ decision-making processes and PMT not only aids in understanding changes in tourist behaviour during health crises but also helps tourism stakeholders develop targeted strategies to strengthen industry resilience and recovery.

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Author Biographies

Ajesh Antony, university of Calicut

Currently pursuing a PhD in Tourism from the University of Calicut, Kerala, Author has a good track record in education and leadership. He has an experience of more than 10 years as an assistant professor in commerce and management studies at Sacred Heart College, Chalakudy, Kerala, Sahrdaya College of Advanced Studies, Kodakara, Kerala and St Thomas College (Autonomous) Thrissur, Kerala. His research interests include Tourism, Disruptive business models, entrepreneurship, and Marketing. ORCID: https://orcid.org/0009-0008-7566-7076 Email: ajesh.antony1987@gmail.com Contact: +91 99951 34839.

Dr. Paul Jose P, University of Calicut

He is presently Professor and Principal at Tharananellur Arts and Science College, Thanissery, Irinjalakuda, and Professor in the Department of Commerce affiliated to the University of Calicut, Kerala. He is a Doctoral advisor for Doctoral degree and faculty for Bachelor' and Master' in Business Management at UNICAF, Cyprus. He is also a recognized Research Guide of the University of Calicut attached to the Research Department of Commerce of St. Thomas' College (Autonomous), Thrissur, Kerala, India where he served as an Associate Professor for 27 years. He also served as a lecturer in the Department of Commerce of SH College, Thevara, Kerala, and in Jawaharlal Nehru College, Pasighat, Arunachal Pradesh, India. Published Books, edited Conference Proceedings, presented several papers, chaired various sessions, and delivered keynote addresses at International Conferences in India and abroad. He is a visiting professor at FONTIS Nederland, Khon Kaen University, Khon Kaen, Thailand, and Stamford International University, Bangkok, Thailand. He served as a chairman and member of the board of studies at various autonomous institutions and universities in Kerala. His research interests include Microfinance, Poverty, Entrepreneurship, and Tourism. Email: Jose_Paul07@yohoo.com Contact:+91 9496347172

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