Females' Travel Intention in Post-Pandemic using Structural Modeling Analysis

Female tourists have emerged as one of the most important markets for the tourism sector. However, Coronavirus disease, also known as COVID-19, has led to a significant loss; the number of tourists has declined since the beginning of 2020. As a result, we aim to investigate the behaviors of female tourist between pre- and post-pandemic periods in Thailand. A total of 340 valid questionnaires were collected using an online survey. The valid datasets were examined using Structural Equation Modeling (SEM) with the theory of planned behavior (TPB) extension. Essential behaviors factors were considered, consist of tourist attitude (TA), travel norms (TN), and perceived behavioral control (PBC). In addition, according to the research gap, we included the hygiene constraint (HC) factors to examine Thai female tourists’ intention to travel in the post-pandemic. The outcomes of this study will enable us to understand women's behaviors and the variables affecting travel intentions with aim of support with domestic tourism management after the crisis, ultimately boosting the ailing tourist industry.