Investigating the Effect of Social, Cultural, Personal and Demographic Factors on Revisit Intention Through the Lens of COVID-19

The unprecedented entry of COVID-19 has severely affected not only the health of populations but also economies worldwide. Studies suggest that tourism sector was the worst affected sector because the movement of people was restricted and social distancing was being practiced by everyone in the world. Everyone faced several traumatic personal, social, and cultural issues on their own, which changed their behaviour completely. Thus, the present study attempts to empirically investigate the social (i.e., subjective norms, e-Word of Mouth (eWOM)), cultural (i.e., cultural experience, cultural memory, and religion), personal (i.e., trust and attitude), and demographic (i.e., age, gender, and family income) factors on revisit intention. People who visited at least one tourist place were the participants in the present study. Online questionnaire using Google forms was distributed among respondents, in which 269 people responded. Using linear regression on the data, the results explained that social factor dimensions (such as subjective norms, eWOM), cultural memory, religion, and family income were found to be significantly connected with revisit intention among people, whereas COVID-19 perception showed negative relationship with revisit intention. However, age, gender, trust, attitude, and cultural experience did not contribute to revisit intention among tourists.