Analysis of Understanding, Perceived Vulnerability, Perceived Severity, Attitude, Subjective Norm, and Perceived Behavioral Control towards Willingness to Fly during COVID-19 Pandemic in Indonesia

Abstract

Amongst many industries impacted by the COVID-19 pandemic, tourism and travel has been one of the most affected by the pandemic situation. Aviation industry, specifically passenger carriers as one of the key industries in the tourism and travel is facing a challenge in recovering from the pandemic situation with less people flying due to risks imposed by the virus. The main theory of the research framework is using Theory of Planned Behavior (TPB) to predict aviation consumer’s willingness to fly. Using Structural Equation Modeling (SEM) based on Partial Least Square (PLS), this research will analyze the correlation between consumer’s understanding and perception of the COVID-19 pandemic and their willingness to fly during the COVID-19 pandemic situation. This study found that understanding of the pandemic significantly influences willingness to fly through perceived behavioral control. The result of this study could be used in shifting aviation industry approach to attract consumer during the pandemic.

Keyword:Coronavirus, aviation, willingness to fly, travel intention