Neutralising COVID-19 induced inhibitors of vacationing intention: an Indian perspective

ABSTRACT

The COVID-19 pandemic has adversely impacted the tourism industry. Tourists are refraining from going on vacation. Getting their patrons back is one of the biggest challenges of the tourism industry. This study explores the factors affecting the vacationing intention of Indian tourists in the COVID-19 period. It also studies the moderating effect of perceived risk on the willingness to pay a price premium for perceived safety measures. The findings of this study will enable the practitioners to understand the drivers of the travelling intention of Indian tourists and thereby devise a suitable strategy to encourage footfalls.