Factors Affecting Tourist Intention to Visit Local Places After Post-Covid-19: The Mediating Role of Perceive Control Behavior

Abstract

The research evaluated how university students intend to visit local places after COVID-19 based on their attitudes and subjective norm perceptions, with perceived behavioral control as a mediator. A quantitative research design collected data from 209 university students through survey distribution, enabling structural equation modeling to study variable relationships. The research confirmed that subjective norms and attitudes strongly affect students' intentions to visit local attractions. At the same time, perceived behavioral control is a mediating variable between attitude and intention to visit. Students demonstrated an increased willingness to engage in local tourism when positive attitudes receive support through societal norms and their confidence in their ability to connect with local tourism opportunities increases. The findings have essential implications for government leaders and local businesses who must create well-aimed marketing actions and community development programs to revitalize local tourism after the pandemic. Stakeholders who align their strategies with the research findings will be better able to engage students in sustainable tourism activities. The results of this study present a novel extension of the theory of planned behaviour. This study offers a fresh perspective by demonstrating the joint influence of attitudes, subjective norms, and perceived behavioral control on the intention to adopt local tourism among local university students. Perceived behavioral control's mediation and partial explanation of the relation between attitudes and subjective norms further add to the plan. These findings are particularly engaging in the context of post-pandemic tourism, providing a nuanced understanding of the dynamics of influence.