COVID-19 Safety and Preventive Measures and Social Norms: How It Shaped Airlines Passengers’ Trustworthiness

Reference: Zain, N.A.M., Hanafiah, M.H., Hamizan, N.A. & Asyraff, M.A. (2022). COVID-19 Safety and Preventive Measures and Social Norms: How It Shaped Airlines Passengers’ Trustworthiness. Journal of Tourism and Services, 24(13), 90-107. 10.29036/jots.v13i24.299

Authors

DOI:

https://doi.org/10.29036/jots.v13i24.299

Keywords:

Covid-19, travel influence, safety preventive measures, social norms, trustworthiness, Airlines

Abstract

In the era of COVID-19, travel decisions are influenced by social norms, which is a deciding factor between one’s perception of risk and their travel intention. Moreover, serious safety measures, such as increased aircraft cleaning, social distancing during the boarding process, and the use of face masks are critical factors that influence passengers’ trust in air travel. This study examines the direct effects of safety and preventive measures and social norms on passengers’ trust in travelling with airlines. A total of 210 responses were obtained online. Multiple regression analysis was used to test the study hypotheses. Based on the result, social norms are the most influential predictors of passengers’ trust, followed by safety and preventive measures. Furthermore, the study suggests that media coverage and social circle influence can be critical elements in transferring information to passengers, influencing their decision, and instill trust to travel during the pandemic. Notably, apart from exercising social norms, the airline industry also needs to focus on safety and preventive measures consisting of staff safety practices towards the passenger and new standard operating procedures (SOPs) during the COVID-19 pandemic. The study findings assist the airline industry in understanding passengers’ post-pandemic travelling behaviour. Notably, the implementation of health security protocols at airports, supported by the provision of continuous safety information, is indeed an important feature for passengers.

Author Biographies

Nur Adilah Md Zain, Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Puncak Alam, Malaysia

Nur Adilah Md Zain is a Senior Lecturer at the Faculty of Hotel & Tourism Management, Universiti Teknologi MARA, Malaysia. She completed her PhD in the University of Sydney, Australia, in 2020 and her Master in Tourism Management from Universiti Teknologi MARA, Malaysia, in 2014. She is an active author in the area of tourism destination, medical tourism, and tourism management.

Mohd Hafiz Hanafiah, Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Puncak Alam, Malaysia

Mohd Hafiz Hanafiah is an Associate Professor at the Faculty of Hotel & Tourism Management, Universiti Teknologi MARA, Malaysia. He completed his PhD in Hotel and Tourism Management from UiTM in 2016 and Master in Economics from Universiti Malaya in 2008. He is an active author within the tourism management, tourism economics and tourism destination competitiveness realm.

 

Nur Atiqah Hamizan, Department of Business Development and Partnership, Shopee Malaysia

Nur Atiqah Hamizan is an undergraduate student. She completed her Bachelor of Science (Hons.) Tourism Management from the Faculty of Hotel & Tourism Management, Universiti Teknologi MARA, Malaysia, in 2021, and took Science Stream Program in Malacca Matriculation College in 2017/2018.

Muhammad Aliff Asyraff, Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Puncak Alam, Malaysia

Muhammad Aliff Asyraff is a Lecturer at the Faculty of Hotel & Tourism Management, Universiti Teknologi MARA. He completed his MSc in Tourism Management in 2014 and currently pursuing his PhD in social media usage in tourism. His research area is tourism management and marketing.

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Published

2022-06-30