Research on the Influence Mechanism of Sichuan Young People's Intention to Purchase Tourism Services in the Post-Pandemic Era

Abstract

The COVID-19 pandemic has impacted the tourism industry in various ways, including tourists' travel motivations and intentions. Unlike previous studies that have focused on the darker side of the pandemic, this study adds a perceived dimension of positive COVID-19 messages to the theory of planned behavior to explore their impact on travel motivation and intention. This research contributes to understanding the implications of the COVID-19 pandemic on tourism and young people's travel motivations and intentions. It also sheds light on the tourism industry to develop relevant recovery strategies during and after the pandemic. The three research objectives are; to study the recovery of tourist service to young people in Sichuan in the post-pandemic era, to explore the concept of purchase intention, and to suggest countermeasures for improving the tourism service during the post-pandemic period in Sichuan.