Institute of Aviation Studies (IAS)

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    Factors Affecting Travel Intentions of Pakistani Outbound Tourists
    (UMT, Lahore, 2022) Aqsa Tahir; Tahreem Fatima; Malaika Anjum; Abdullah Amin
    In the present study, we have examined the travel intentions of Pakistani outbound tourists with relevant elements by applying the theory of planned behavior in the context of COVID 19 to better understand traveler’s perception. Such kind of study has not been conducted in Pakistan which measures the intentions of Pakistani outbound tourists who have resources for international travel. In this study SPSS (Statistical Package for Social Sciences) was used to analyze the data that was received from 220 participants out of which data from 163 participants was computed as these were the screened participants in accordance with the scope of this study. Responses were collected through a combination of online surveys as well as traditional way of data collection, i.e. distribution of printed questionnaire, responses to which were later on added to google forms. The proposed hypothesis was empirically tested and the results showed that all three factors Attitude, Subjective Norms, and Perceived Behavioral Control inform us regarding the intentions and behavior towards a specific destination and, any deviation in any of these factors has direct impact on traveler’s intentions which may change during making the choice. Perceived behavioral control has the impact of 32.4%, subjective norms 34% whereas the attitude has 19.2% impact on the travel intentions of the travelers. A positive relationship was confirmed between attitude (A), subjective norm (SN) and perceived behavior control (PBC) on travel intention. This specific study gives the insight of travel intention of people during COVID-19 with the help of TPB. The concluded value of R2 was 49.4% which shows the variation in the value of dependent variable. It informs that the change in intentions due to these three variables (subjective norms, perceived behavioral control, and attitude) is 49.4% and rest change in intentions is due to other factors which are not used in this study. Limitations were also discussed at the end.