Parikalpana: KIIT Journal of Management

Open Access Open Access  Restricted Access Subscription Access

Let’s go to Puri: An empirical study on post-pandemic travel intentions of Odisha residents


Affiliations
1 Assistant professor, Biju Patnaik Institute of Information Technology and Management Studies (BIITM), Bhubaneswar, India
2 Assistant Professor, KIIT School of Management, KIIT University, Bhubaneswar, India
3 Senior Professor, KIIT School of Management, KIIT University, Bhubaneswar, Odisha, India
 

Considered as one of the chaar-dhaams(holiest four) of India, Puri is famous for being the adobe of Lord Jagannath. It is the most visited destination in the state of Odisha. It serves as a get-away spot and a place with highest religious importance for the residents of Odisha. Due to widespread pandemic, lockdowns and outbound restriction, Puri along with its tourism stakeholders have suffered an unprecedented decline in footfall. Travellers have shown travel avoidance behaviour coupled with lack of travel intentions across the globe in the current situations. This study identifies the factors which influence the post-pandemic Puri travel intentions through an empirical approach. An extended TPB model was proposed with predictors like attitude, subject norms, perceived behavioural control and past Puri travel behaviour regressed against the criterion. A statistical data analysis was performed using SPSS on a sample data of 327 respondents to verify the hypothesis. The study will help the tourism partners and collaborators along with Odisha government to devise and implement strategies to attract existing and new travellers of Odisha and re-flourish the sector as a whole. It will also guide researchers of tourism to assess domestic travel with a different perspective in light of pandemic.

Keywords

Pandemic, Odisha, Travel, Puri, travel intention, post-pandemic travel
User
Notifications
Font Size

  • Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211.

  • Altinay, L., & Arici, H. E. (2021). Transformation of the hospitality services marketing structure: a chaos theory perspective. Journal of Services Marketing.

  • Bae, S. Y., & Chang, P. J. (2021). The effect of coronavirus disease-19 (COVID-19) risk perception on behavioural intention towards ‘untact’tourism in South Korea during the first wave of the pandemic (March 2020). Current Issues in Tourism, 24(7), 1017-1035.

  • Bamberg, S., Ajzen, I., & Schmidt, P. (2003). Choice of travel mode in the theory of planned behavior: The roles of past behavior, habit, and reasoned action. Basic and applied social psychology, 25(3), 175-187.

  • Chandan, S., Sharma, S., Pipralia, S., & Kumar, A. (2021). Influence of Tourist Behavior Mapping in the Development of Pilgrim Cities.

  • Department of Tourism | Government of Odisha. (2021). Retrieved January 20, 2022, from https://dot.odishatourism.gov.in/sites/default/files/Statistical%20 Bulletin%202020.pdf

  • Erul, E., Woosnam, K. M., & McIntosh, W. A. (2020). Considering emotional solidarity and the theory of planned behavior in explaining behavioral intentions to support tourism development. Journal of Sustainable Tourism, 28(8), 1158-1173.

  • Gupta, V., Cahyanto, I., Sajnani, M., & Shah, C. (2021). Changing dynamics and travel evading: a case of Indian tourists amidst the COVID 19 pandemic. Journal of Tourism Futures.

  • Huang, Y. C., Chang, L. L., & Backman, K. F. (2019). Detecting common method bias in predicting creative tourists behavioural intention with an illustration of theory of planned behaviour. Current Issues in Tourism, 22(3), 307-329.

  • Huh, J. et al. 2002. Tourist Satisfaction with Cultural/Heritage Sites: The Virginia HistoricTriangle. Accessed 8 March 2022. http://citeseerx.ist.psu.edu/ viewdoc/download?

  • Juschten, M., Jiricka-Pürrer, A., Unbehaun, W., & Hössinger, R. (2019). The mountains are calling! An extended TPB model for understanding metropolitan residents’ intentions to visit nearby alpine destinations in summer. Tourism Management, 75, 293-306.

  • Juschten, M., Fanninger, C., Unbehaun, W., Brandenburg, C., Jiricka-Pürrer, A., Czachs, C., ... & Rosenberg-Taufer, B. (2017, September). Escaping the summer heat–revival potential and challenge of near-Metropolitan tourism areas. In REAL CORP 2017–PANTA RHEI–A World in Constant Motion. Proceedings of 22nd International Conference on Urban Planning, Regional Development and Information Society (pp. 183-193).

  • Lam, T., & Hsu, C. H. (2006). Predicting behavioral intention of choosing a travel destination. Tourism management, 27(4), 589-599.

  • Leung, X. Y. (2019). Do destination Facebook pages increase fan’s visit intention? A longitudinal study. Journal of Hospitality and Tourism Technology.

  • Liu, Y., Shi, H., Li, Y., & Amin, A. (2021). Factors influencing Chinese residents’ post-pandemic outbound travel intentions: an extended theory of planned behavior model based on the perception of COVID-19. Tourism Review.

  • Mahapatro, S.M., Agarwal, A., Subudhi, R.N. (2022). An Empirical Analysis into Perception, Attitude, Sentiments and Consumer Behaviour During COVID-19 Lockdown in Odisha. In: Subudhi, R.N., Mishra, S., Saleh, A., Khezrimotlagh, D. (eds) Future of Work and Business in Covid-19 Era. Springer Proceedings in Business and Economics. Springer, Singapore. https://doi.org/10.1007/978-981-19-0357-1_11

  • Neuburger, L., & Egger, R. (2021). Travel risk perception and travel behaviour during the COVID-19 pandemic 2020: A case study of the DACH region. Current Issues in Tourism, 24(7), 1003-1016.

  • Nunnally, J. C. (1978). Psychometric Theory2nd ed., McGraw-Hill, New York, NY

  • Seow, A. N., Choong, Y. O., Moorthy, K., & Choong, C. K. (2020). Predicting medical tourism behavioural intention using social cognition models. Tourism Review.

  • Shen, K., & Shen, H. (2020). Chinese traditional village residents’ behavioural intention to support tourism: an extended model of the theory of planned behaviour. Tourism Review.

  • Sönmez, S. F., & Graefe, A. R. (1998). Determining future travel behavior from past travel experience and perceptions of risk and safety. Journal of travel research, 37(2), 171-177.

  • Sparks, B., & Pan, G. W. (2009). Chinese outbound tourists: Understanding their attitudes, constraints and use of information sources. Tourism management, 30(4), 483-494.

  • Subudhi, R.N, Mishra, D., Refaet, H. (2022). Impact of COVID-19 on Ecotourism in India and Egypt: A Comparative Analysis. In: Subudhi, R.N., Mishra, S., Saleh, A., Khezrimotlagh, D. (eds) Future of Work and Business in Covid-19 Era. Springer Proceedings in Business and Economics. Springer, Singapore. https://doi.org/10.1007/978-981-19-0357-1_17

  • Wang, L., & Wong, P. P. W. (2020). Marketing of environmentally friendly hotels in China through religious segmentation: a theory of planned behaviour approach. Tourism Review.

  • Wen, J., Kozak, M., Yang, S., & Liu, F. (2020). COVID-19: potential effects on Chinese citizens’ lifestyle and travel. Tourism Review


Abstract Views: 354

PDF Views: 0




  • Let’s go to Puri: An empirical study on post-pandemic travel intentions of Odisha residents

Abstract Views: 354  |  PDF Views: 0

Authors

Lingam Naveen
Assistant professor, Biju Patnaik Institute of Information Technology and Management Studies (BIITM), Bhubaneswar, India
Joydeep Biswas
Assistant Professor, KIIT School of Management, KIIT University, Bhubaneswar, India
Rabi N. Subudhi
Senior Professor, KIIT School of Management, KIIT University, Bhubaneswar, Odisha, India

Abstract


Considered as one of the chaar-dhaams(holiest four) of India, Puri is famous for being the adobe of Lord Jagannath. It is the most visited destination in the state of Odisha. It serves as a get-away spot and a place with highest religious importance for the residents of Odisha. Due to widespread pandemic, lockdowns and outbound restriction, Puri along with its tourism stakeholders have suffered an unprecedented decline in footfall. Travellers have shown travel avoidance behaviour coupled with lack of travel intentions across the globe in the current situations. This study identifies the factors which influence the post-pandemic Puri travel intentions through an empirical approach. An extended TPB model was proposed with predictors like attitude, subject norms, perceived behavioural control and past Puri travel behaviour regressed against the criterion. A statistical data analysis was performed using SPSS on a sample data of 327 respondents to verify the hypothesis. The study will help the tourism partners and collaborators along with Odisha government to devise and implement strategies to attract existing and new travellers of Odisha and re-flourish the sector as a whole. It will also guide researchers of tourism to assess domestic travel with a different perspective in light of pandemic.

Keywords


Pandemic, Odisha, Travel, Puri, travel intention, post-pandemic travel

References





DOI: https://doi.org/10.23862/kiit-parikalpana%2F2022%2Fv18%2Fi1%2F212348