CONSUMER PERCEPTION AND INTENTION TO TRAVEL DURING ENDEMIC COVID-19

Abstract

A global outbreak of a devastating disease called coronavirus or COVID-19 is spreading worldwide. The government implemented a Movement Control Order (MCO) in March 2019. However, since the number of COVID-19 cases are declining by 2021. The government has created a travel bubble as part of the strategy to reactivate the tourist economy after achieving the target population of individuals who have received the vaccine. Cross-state authorisation for a complete two-dose vaccination is now permitted effective Oct 11, 2021. Therefore, this research aims to measure tourists' intention to travel and their perception of purchasing travel packages. More specifically, the study adopted semi-structured interviews with ten youth respondents aged between 23-26 years old. This study is an exploratory study to understand the underlying reasons for consumer perception and intention to travel. The findings reveal that consumer intention can be shaped by their willingness to travel, purpose and motivation, and purchasing a travel package. The consumer has a diversity of perceptions of travel during the endemic, especially related to the price, cost, risk, and perception of the idea of travel bubble. The government decision to lift the movement control order (MCO) helps revive the tourism industry. Allowing and opening the tourism activities directly assists the small business, the local operators, and the communities affected by the total closure of the tourism industry in the past.