DEMOGRAPHIC DIFFERENCES, TOURIST PREFERENCES AND THEORY OF PLANNED BEHAVIOUR DURING COVID-19 PANDEMIC
It has been a year since the Covid-19 pandemic. The pandemic has given a great impact on almost all the industries in the world, particularly the tourism sector. Along with the Covid-19 pandemic, new norms have been introduced around the world which emphasized Covid-19 standard operating procedures (SOP), and social distancing. Travelling related firms and businesses such as destinations, transportation, travel agents, hotels and so on were restricted, which have resulted in low demand for tourism. Demographic is an important factor and should not be ignored. It is accepted that individuals with different gender and marital status may prefer different tourism activities and intention. Because of various impacts from the pandemic, tourists might change their perceptions, preferences, and attitudes to travel. The study intended to examine potential gender differences relating to tourist preferences (intention to go travel and frequency of travelling), and the three variables from the Theory of Planned Behaviour plus knowledge. Descriptive, cross-tabulation and independence t-tests were used in the study. It is found that the respondents were more likely to stay at home. Cross tabulation findings showed that demographic variables and respondents travel preferences were no differences at all. When comparing gender mean scores and four major variables, only two variables (subjective norms and knowledge) showed significant means scores with gender. It is hoped that the findings of the study could shade lights on policymakers and industry practitioners to develop the best tourism strategies to gain public trust and make journeys more secured and less risky to all.
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