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Post-pandemic intention to participate in the tourism and hospitality (T&H) events: an integrated investigation through the lens of the theory of planned behavior and perception of Covid-19

Ramzi Al Rousan (Department of Sustainable Tourism, Queen Rania Faculty of Tourism and Heritage, The Hashemite University, Zarqa, Jordan)
Nermin Khasawneh (Department of Sustainable Tourism, Queen Rania Faculty of Tourism and Heritage, The Hashemite University, Zarqa, Jordan)
Sujood (Department of Tourism and Hospitality Management, Jamia Millia Islamia, New Delhi, India)
Naseem Bano (Department of Commerce, Aligarh Muslim University, Aligarh, India)

International Journal of Event and Festival Management

ISSN: 1758-2954

Article publication date: 20 December 2022

45

Abstract

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.

Keywords

Citation

Al Rousan, R., Khasawneh, N., Sujood, S. and Bano, N. (2022), "Post-pandemic intention to participate in the tourism and hospitality (T&H) events: an integrated investigation through the lens of the theory of planned behavior and perception of Covid-19", International Journal of Event and Festival Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJEFM-04-2022-0036

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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