Assessing behavioral intention of outbound travelers' travel bubbles amid covid-19 in Phnom Penh, Cambodia

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2023
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Bangkok : Assumption University Press
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eng
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application/pdf
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9 pages
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AU-GSB e-JOURNAL 16, 1 (June 2023), 131-139
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Abstract
Purpose: Travel Bubbles could be one of the solutions for outbound travelers in Cambodia during COVID-19, the research investigates the factors that influence the behavioral intention of outbound travelers to consider the travel bubbles amid COVID-19 in Phnom Penh. The key constructs are perceived usefulness, government support, innovativeness, trust, perceived risk, social influences, price value, and behavioral intention. Research design, data, and methodology: This study employs a quantitative method through the survey distribution to 500 participants. The sampling techniques involve judgmental, convenience, and snowball sampling. Before the data collection, the construct validity and reliability test were conducted by The Item Objective Congruence (IOC) Index and Cronbach’s Alpha coefficient value of the pilot test of 50 respondents. The data analysis was made in SPSS AMOS, applying Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM). Results: The findings present that perceived usefulness, trust, perceived risk, social influences, and price value significantly influence behavioral intention, whereas government support and innovativeness have no significant influence on behavioral intention to adopt travel bubbles. Conclusions: This study contributes to its significance for the Cambodian tourism industry to understand the right action and approach effectively to reengage with the travel savvy in the recovery period during and post-pandemic.
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