Drivers of experiential loyalty intentions towards online travel agents: a comparative analysis on pre- and post-COVID travellers

Abstract

Purpose

COVID-19 pandemic led to changes in the mental processes of tourists towards online travel agents. Therefore, the study aims to determine the factors affecting experiential loyalty intention of travellers during pre- and post-COVID times.

Design/methodology/approach

Empirical data analysis using structural equation modelling was performed in the study.

Findings

Results indicate that there is a change in the mental process of tourists. Travel companies need to understand that post-COVID, travel has transformed into a completely new world and it is essential to change behaviour accordingly. Traveller’s satisfaction would still be the key to driving loyalty of travellers towards a company.

Research limitations/implications

The study implies that managers must put more effort into creating confidence among travellers because many people are still scared to travel due to the prevalence of the COVID-19 virus. Motivation to travel has declined significantly, which can only be regenerated if managers develop great strategies to drive demand from people.

Originality/value

This study will help in filling the gap that exists in extant literature of tourism by developing a robust model for analysing the factors enhancing experiential loyalty intention of travellers towards online travel agents in the pre- and post-COVID scenarios.

Citation

Jasrotia, S.S., Mulchandani, K. and Srivastava, S. (2023), "Drivers of experiential loyalty intentions towards online travel agents: a comparative analysis on pre- and post-COVID travellers", Consumer Behavior in Tourism and Hospitality, Vol. 18 No. 4, pp. 563-586. https://doi.org/10.1108/CBTH-12-2022-0200