A Study on the Intention of Shanghai Residents to Travel Abroad in the Post-Pandemic Era Based on the Theory of Planned Behavior
Abstract
:1. Introduction
2. Literature Review
2.1. Theory of Planned Behavior
2.2. Perceived Policy Orientation, Attitude, and Behavior Intention
2.3. Perceived Pandemic Response Capabilities, Attitude, and Behavior Intention
3. Methods
3.1. Survey Instrument
3.2. Data Collection
3.3. Data Analysis
4. Results
4.1. Overview of the Sample Population
4.2. Validity and Reliability Tests for Measures
4.3. Structure Model and Hypothesis Testing
5. Discussion and Conclusions
5.1. Discussion
5.2. Theoretical Contributions
5.3. Managerial Implications
5.4. Limitations and Further Research
Author Contributions
Funding
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
References
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Variable | Frequency | (%) | Variable | Frequency | (%) | ||
---|---|---|---|---|---|---|---|
Gender | Male | 427 | 47.7 | Occupation | Ordinary employees of enterprises | 392 | 43.8 |
Female | 468 | 52.3 | Enterprise management | 182 | 20.3 | ||
Age | ≤18 | 1 | 0.1 | artisan | 81 | 9.1 | |
19–30 | 216 | 24.1 | retired personnel | 19 | 2.1 | ||
31–55 | 659 | 73.6 | student | 42 | 4.7 | ||
≥56 | 19 | 2.1 | civil servant | 32 | 3.6 | ||
Education level | Middle school or below | 4 | 0.4 | professional | 70 | 7.8 | |
High school graduate | 11 | 1.2 | Individual operator | 12 | 1.3 | ||
Two-year college/Four-year university | 540 | 60.3 | other | 65 | 7.3 | ||
Master’s degree or above | 340 | 38.0 | Registered Residence | Non-local registered residence | 317 | 35.4 | |
Monthly Income (RMB) | ≤4000 | 35 | 3.9 | Local registered residence | 578 | 64.6 | |
4001–9000 | 82 | 9.2 | Previous Outbound Travel Experience (Times) | 0 | 35 | 3.9 | |
9001–14,000 | 188 | 21.0 | 1–4 | 214 | 23.9 | ||
14,001–20,000 | 191 | 21.3 | ≥5 | 646 | 72.2 | ||
≥20,001 | 399 | 44.6 | Travel Preferences | Group tourism | 45 | 5.0 | |
Single Outbound Travel Budget (RMB) | ≤6000 | 76 | 8.5 | Self-guided travel | 831 | 92.8 | |
6001–20,000 | 582 | 65.0 | other | 19 | 2.1 | ||
≥20,001 | 237 | 26.5 | Travel Companion Preference | Traveling with family | 352 | 39.3 | |
Vaccination | Not vaccinated | 122 | 13.6 | Traveling with friends | 425 | 47.5 | |
Vaccinated but not boosted | 341 | 38.1 | Traveling alone | 118 | 13.2 | ||
Vaccinated and boosted | 432 | 48.3 |
Fit Index | CFI | TLI | RMSEA | SRMR |
---|---|---|---|---|
Before control | 0.977 | 0.974 | 0.043 | 0.035 |
After control | 0.988 | 0.986 | 0.033 | 0.018 |
D-value | <0.1 | <0.1 | <0.05 | <0.05 |
Constructs and Items | Factor Loading | Mean | SD |
---|---|---|---|
Attitude (Cronbach’s α = 0.961, CR = 0.963, AVE = 0.811) | |||
In the post-epidemic era, I think outbound travel is a good way of leisure | 0.741 | 4.527 | 0.965 |
In the post-epidemic era, I think choosing to travel abroad will make a unique experience | 0.728 | 4.454 | 0.985 |
In the post-epidemic era, I feel very happy to be able to travel to my favorite country | 0.773 | 4.708 | 0.800 |
In the post-epidemic era, I think traveling abroad can help me relax my mind | 0.767 | 4.579 | 0.934 |
In the post-epidemic era, I think outbound travel can relieve the pressure of work and life | 0.753 | 4.608 | 0.883 |
In the post-epidemic era, I look forward to traveling abroad frequently | 0.711 | 4.569 | 0.949 |
Subjective Norms (Cronbach’s α = 0.937, CR = 0.940, AVE = 0.797) | |||
If my family supports me to travel abroad in the post-epidemic era, I will be more willing to participate | 0.641 | 4.524 | 0.933 |
If people I know choose to travel abroad in the post-epidemic era, I will be more willing to participate | 0.614 | 4.540 | 0.908 |
If online information on outbound travel in the post-epidemic era is easily available, I would be more willing to consider traveling | 0.641 | 4.551 | 0.883 |
I will be very interested if all the travel KOLs in the online media recommend outbound tourism products in the post-epidemic era | 0.692 | 4.363 | 1.022 |
Perceived Behavioral Control (Cronbach’s α = 0.862, CR = 0.868, AVE = 0.686) | |||
I think that in the post-epidemic era, I have enough budget to travel abroad | 0.852 | 4.085 | 1.060 |
I think that in the post-epidemic era, I have enough time to travel abroad | 0.843 | 3.923 | 1.064 |
I think that in the post-epidemic era, I’m healthy enough to travel abroad | 0.629 | 4.456 | 0.851 |
Perceived Policy Orientation (Cronbach’s α = 0.960, CR = 0.962, AVE = 0.863) | |||
From a policy perspective, if the relevant countries (regions) lift the quarantine restrictions on entry in the post-epidemic era, I would be more willing to consider traveling | 0.684 | 4.651 | 0.807 |
From a policy perspective, if the relevant countries (regions) provide convenient visa services in the post-epidemic era, I would be more willing to consider traveling | 0.693 | 4.663 | 0.774 |
From a policy perspective, if the relevant countries (regions) have looser requirements for nucleic acid testing in the post-epidemic era, I would be more willing to consider traveling | 0.734 | 4.560 | 0.905 |
From a policy perspective, if the relevant countries (regions) resume (or increase) the frequency of international direct flights in the post-epidemic era, I would be more willing to consider traveling | 0.682 | 4.642 | 0.809 |
Perceived Pandemic Response Capabilities (Cronbach’s α = 0.933, CR = 0.935, AVE = 0.782) | |||
If the relevant countries (regions) have explicit measures to deal with the spread of the new coronavirus in the post-epidemic era, I will be more willing to consider traveling | 0.849 | 4.351 | 1.020 |
If the relevant countries (regions) release timely and transparent information about the new coronavirus in the post-epidemic era, I will be more willing to consider traveling | 0.873 | 4.485 | 0.914 |
If the relevant countries (regions) have enough experience in virus prevention and control in the post-epidemic era, I would be more willing to consider traveling | 0.896 | 4.432 | 0.944 |
If the relevant country (region) has a high coverage of the new coronavirus vaccination in the post-epidemic era, I would be more willing to consider traveling | 0.845 | 4.455 | 0.941 |
Behavioral Intention (Cronbach’s α = 0.931, CR = 0.934, AVE = 0.779) | |||
In the post-epidemic era, I will choose to go and travel abroad | 0.589 | 4.535 | 0.928 |
Compared with the past, even if the price of outbound travel in the post-epidemic era slightly increases, I will still choose to travel abroad | 0.708 | 4.168 | 1.098 |
Compared with domestic travel, in the post-epidemic era I prefer to go and travel abroad | 0.671 | 4.362 | 1.034 |
I hope to enter the post-epidemic era as soon as possible and that I can go and travel abroad as soon as possible | 0.601 | 4.492 | 0.993 |
Constructs | 1 | 2 | 3 | 4 | 5 | 6 |
---|---|---|---|---|---|---|
1 | 0.901 | |||||
2 | 0.886 | 0.893 | ||||
3 | 0.658 | 0.649 | 0.828 | |||
4 | 0.874 | 0.871 | 0.638 | 0.929 | ||
5 | 0.494 | 0.536 | 0.49 | 0.534 | 0.885 | |
6 | 0.881 | 0.849 | 0.741 | 0.845 | 0.504 | 0.883 |
Constructs | 1 | 2 | 3 | 4 | 5 | 6 |
---|---|---|---|---|---|---|
1 | 1 | |||||
2 | 0.850 ** | 1 | ||||
3 | 0.612 ** | 0.590 ** | 1 | |||
4 | 0.842 ** | 0.823 ** | 0.582 ** | 1 | ||
5 | 0.481 ** | 0.506 ** | 0.448 ** | 0.503 ** | 1 | |
6 | 0.833 ** | 0.789 ** | 0.679 ** | 0.792 ** | 0.473 ** | 1 |
Hypothesis | β | SE | t-Value | p-Value | Result |
---|---|---|---|---|---|
H1: SN→AT | 0.490 | 0.044 | 12.087 | *** | Supported |
H2: SN→BI | 0.162 | 0.052 | 3.431 | *** | Supported |
H3: PB→AT | 0.101 | 0.024 | 4.032 | *** | Supported |
H4: PB→BI | 0.247 | 0.026 | 9.092 | *** | Supported |
H5: AT→BI | 0.413 | 0.047 | 8.903 | *** | Supported |
H6: PO→AT | 0.399 | 0.043 | 10.444 | *** | Supported |
H7: PO→BI | 0.191 | 0.049 | 4.499 | *** | Supported |
H8: PR→AT | −0.031 | 0.020 | −1.527 | 0.127 | Unsupported |
H9: PR→BI | −0.010 | 0.021 | −0.466 | 0.641 | Unsupported |
Path | β | SE | Bias-Corrected 95%CI | Percentile 95%CI | ||||
---|---|---|---|---|---|---|---|---|
Lower | Upper | P | Lower | Upper | P | |||
SN→AT→BI | 0.202 | 0.047 | 0.134 | 0.286 | *** | 0.134 | 0.286 | *** |
PB→AT→BI | 0.042 | 0.015 | 0.022 | 0.071 | *** | 0.021 | 0.07 | *** |
PO→AT→BI | 0.165 | 0.043 | 0.104 | 0.243 | *** | 0.105 | 0.246 | *** |
Independent Variable | Direct Effect | Indirect Effect | Total Effect | Proportion |
---|---|---|---|---|
SN | 0.162 | 0.202 | 0.364 | 55.49% |
PB | 0.247 | 0.042 | 0.289 | 14.53% |
PO | 0.191 | 0.165 | 0.356 | 43.82% |
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Hu, A.; Li, H.; Pang, J.; Zhang, H. A Study on the Intention of Shanghai Residents to Travel Abroad in the Post-Pandemic Era Based on the Theory of Planned Behavior. Sustainability 2023, 15, 12050. https://doi.org/10.3390/su151512050
Hu A, Li H, Pang J, Zhang H. A Study on the Intention of Shanghai Residents to Travel Abroad in the Post-Pandemic Era Based on the Theory of Planned Behavior. Sustainability. 2023; 15(15):12050. https://doi.org/10.3390/su151512050
Chicago/Turabian StyleHu, Anan, Houqi Li, Jinyuan Pang, and Huanfei Zhang. 2023. "A Study on the Intention of Shanghai Residents to Travel Abroad in the Post-Pandemic Era Based on the Theory of Planned Behavior" Sustainability 15, no. 15: 12050. https://doi.org/10.3390/su151512050
APA StyleHu, A., Li, H., Pang, J., & Zhang, H. (2023). A Study on the Intention of Shanghai Residents to Travel Abroad in the Post-Pandemic Era Based on the Theory of Planned Behavior. Sustainability, 15(15), 12050. https://doi.org/10.3390/su151512050