Factors Determining Holiday Intentions of Serbian Travelers during COVID-19
Factors Determining Holiday Intentions of Serbian Travelers during COVID-19

Author(s): Maja Strugar Jelača, Nemanja Berber, Dimitrije Gašić, Marko Aleksić, Radmila Bjekić, Slobodan Marić
Subject(s): Economy, Tourism
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: COVID-19 psychological impact; Risk perception; COVID-19 economic impact; Holiday Intention during pandemic
Summary/Abstract: This research aims to examine tourist behavior changes that occurred during the Covid-19 pandemic. We witnessed that there were more frequent negative decisions about tourist trips as well as changes in the desired tourism types and products due to pandemic effects. Some of the factors which may influence the decision-making process of tourists are the psychological impact of Covid-19, risk perception and finally the economic impact of Covid-19. Empirical research was conducted in the first quarter of 2022 on a sample of 188 residents of the Republic of Serbia using Smart-PLS software. Findings indicate that tourist Risk perception measured through Travel risk, Destination risk, and Hospitality risk have a positive statistically significant influence on tourist Holiday intention during a period of Covid-19 as making a negative decision about travel. Furthermore, the Psychological and Economic impact of Covid-19 did not have a statistically significant influence on tourist Holiday intention. We outline potential improvements for tourism management to face up to this situation like adding information on epidemic situations and prevention measures at the tourist destination to increase the knowledge of potential tourists and reduce risk perceptions.

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