Tourism travel post-pandemic: drivers and value co-creation

Abstract

This research aims to examine the factors that affect people’s attitude toward tourism travel post-pandemic. Additionally, it aims to examine how attitude affects people’s intentions to travel for tourism as well as to engage in value co-creation based on their experiences. This study used a deductive approach with a single cross-sectional survey using a structural questionnaire to test the proposed model. Data was collected from a random sample of Egyptian travelers and resulted in 251 usable questionnaires. Partial least squares-structural equation modelling was used to analyze data. Results indicate that safety measures, social media involvement and destination health risk are significant factors. The results also show that perceived risk mediates the relationship between social media involvement and attitude toward travel. Additionally, attitude has a significant impact on travel intentions as well as value co-creation. This study fills a research gap by developing a well-integrated model to study the variables that affect post-pandemic travel for tourism purposes, as well as what leads customers to assume a more active role through engaging in value co-creation with travel destinations, which is something seen as especially important now, for the recovery process of the tourism sector.