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One of the most challenging issues confronting tour operators is how to improve consumers' travel intention after the COVID-19 pandemic. Considering the immediacy of the situation, existing studies exploring this problem are necessarily limited. Based on a theory of reasoned action, this paper proposes a research model to investigate factors influencing consumers' travel intentions in the wake of the pandemic. Using structural equation modeling analysis of 826 consumers in China, the results showed that: (1) physical risk had the greatest negative impact on consumers' attitudes toward travel, followed by psychological risk; (2) physical risk had a negative effect on consumers' subjective norms, while the effect of psychological risk on consumers' subjective norms was not significant; (3) risk perception, including physical and psychological risk, affected consumers' travel intentions through subjective norms and attitudes; and (4) consumers' perceptions of the seriousness of the pandemic and travel experience act as a negative moderators between attitude toward travel and travel intentions. The conclusions of this study provide vital information for tour operators to create viable and sustainable operations in this time of crisis.

How to improve consumers’ travel intentions under the COVID-19 pandemic: An empirical study in China