FREE INDEPENDENT TRAVELERS (FITS) TRAVEL PREFERENCES AND BEHAVIOR: A POST-ENDEMIC PERSPECTIVE

• Published in: Polish Journal of Sport and Tourism
• Main Author: Kamaruddin N.; Amir A.F.; Ali Q.S.A.; Hanafiah M.H.
• Format: Article
• Language: English
• Published: Sciendo 2024
• Online Access: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85217092615&doi=10.2478%2fpjst-2024-0024&partnerID=40&md5=0ac0775e1de3fd60ca101279dfe85fb0

Introduction. This empirical study investigates the outbound travel preferences, risk perception, and behavior of Free Independent Travelers (FITs), specifically focusing on the post-endemic perspective. Material and Methods. Data were collected from 345 respondents using a purposive sampling method. The data were analyzed using Partial-least Squares-Structural Equation Modeling (PLS-SEM) through SmartPLS 4.0 software. Results. Contrary to much existing literature, the study revealed that perceived threat and transmission risks did not negatively impact FITs’ travel intentions. Instead, both risk perceptions positively influenced travel attitudes, likely due to post-pandemic factors such as government mitigation measures and high vaccination rates. Additionally, FITs’ travel intentions were significantly influenced by their attitudes and perceived behavioral control. Conclusions. The study contributes to the emerging discourse on post-pandemic travel behaviors by challenging traditional assumptions about the role of risk perception in shaping travel decisions. It shows that perceived risks do not deter FITs’ travel intentions post-pandemic. Instead, these risks positively influence travel attitudes, highlighting the role of mitigation measures and vaccination rates, and offering fresh perspectives on travel behavior in a post-endemic world. © 2024 Sciendo. All rights reserved.