Personality and travel intentions during and after the COVID-19 pandemic: An artificial neural network (ANN) approach

Shalini Talwar, Shalini Srivastava, Mototaka Sakashita, Nazrul Islam, Amandeep Dhir

Research output: Contribution to journalArticlepeer-review

3 Citations (Scopus)

Abstract

The tourism sector has been deeply ravaged by the COVID-19 pandemic as many individuals abstained entirely from travel. Thus, before contemplating the trajectory of the sector's recovery, it is essential to understand individuals’ travel intentions both during and after the pandemic. The present study contributes in this regard by examining the impact of individuals’ personality traits categorised by the five-factor model, or the Big Five, on their leisure travel intentions during and after the pandemic. To this end, we utilised an artificial neural network (ANN) approach to analyse 500 responses from individuals residing in Japan. The results reveal that extraversion has the strongest relative influence on intentions to travel during the pandemic, whereas openness to experience has the strongest influence on travel intentions after the pandemic. This study is the first of its kind to examine the influence of the Big Five personality traits on travel intentions in the context of a pandemic.

Original languageEnglish
Pages (from-to)400-411
Number of pages12
JournalJournal of Business Research
Volume142
DOIs
Publication statusPublished - 2022 Mar
Externally publishedYes

Keywords

  • Artificial neural network
  • Big Five personality traits
  • Non-linearity
  • Tourism sector
  • Travel intentions

ASJC Scopus subject areas

  • Marketing

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