COVID-19 and Travel Decision: A Qualitative Study on Malaysian Millennials
Abstract
During the COVID-19 crisis, several measures were implemented to limit the transmission of the virus including border control and movement restrictions. These measures have had a significant impact on the tourism industry and tourists’ behaviour globally. This paper aims to explore the impact of COVID-19 on the travel decisions of Malaysian millennials, as the key contributor to the tourism industry. A qualitative research method was employed with semi-structured interviews were carried out on the selected millennials for the data collection process. From the transcribed data, themes were developed using the constant comparative method of analysis. The findings highlighted a significant change in travel behaviour whereby, Malaysian millennials prefer to travel to local low-density destinations as opposed to overseas in the advent of the pandemic. The study also established a conceptual framework explaining the changes in the travel decisions of millennials. The two key factors driving the changes are perceived travel risk and travel constraints.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
About this article
Publication Date
06 May 2024
Article Doi
eBook ISBN
978-1-80296-132-4
Publisher
European Publisher
Volume
133
Print ISBN (optional)
-
Edition Number
1st Edition
Pages
1-1110
Subjects
Marketing, retaining, entrepreneurship, management, digital marketing, social entrepreneurship
Cite this article as:
Aman, S. E., Azmi, N. F., & Sharkawi, S. (2024). COVID-19 and Travel Decision: A Qualitative Study on Malaysian Millennials. In A. K. Othman, M. K. B. A. Rahman, S. Noranee, N. A. R. Demong, & A. Mat (Eds.), Industry-Academia Linkages for Business Sustainability, vol 133. European Proceedings of Social and Behavioural Sciences (pp. 989-1000). European Publisher. https://doi.org/10.15405/epsbs.2024.05.81