To board or not to board? Understanding the drivers of intention to fly during the COVID-19 crisis

This study sheds light on consumer demand for air travel in the pandemic context by proposing and evaluating a model that combines personal third-party beliefs intentions (Theory of Planned Behaviour), as well perceived level threat familiarity (Protection Motivation Theory). The is evaluated with sample 381 respondents from Portugal, into two groups: travellers vs. non-travellers. Our results provide evidence both groups, self-efficacy social influence are positively associated intention to fly. On other hand, non-travellers, attitudinal preferences negatively driven response cost fear. For COVID travellers, affects their attitude toward flying. contributes shift paradigm tourism can be used airline companies operators, deepening understanding customer motivation travelling during pandemic.