Resilience and travel intentions during crisis: A social perspective
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In the wake of the pandemic, countries worldwide have strived to revive their tourism sectors, with Thailand’s industry playing a crucial economic role. Grounded in Protection Motivation Theory (PMT), this study examines key psychological determinants of domestic travel intentions, including threat severity, response efficacy, and psychological resilience. Data from 509 Thai participants were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results reveal that heightened threat perceptions significantly weaken travel intentions, while confidence in protective measures enhances willingness to travel. Psychological resilience mitigates perceived threats and strengthens the effect of response efficacy on travel intention. Surprisingly, anxiety did not significantly impact travel intentions. This study offers a holistic perspective on travelers' cognitive and emotional responses to health crises. The findings provide valuable insights for policymakers and stakeholders to strengthen public resilience, foster trust in safety measures, and support sustainable recovery in the tourism sector.