Revisit the Planned Behavior Theory in the Travel Sector in the Post-pandemic Context: An Empirical Study

Tourism is severely influenced by the Covid-19 pandemic; however, it has been the fastest-recovering service for recent two years. This chapter aims to employ the TPB model to explore tourists’ behavior under the post-pandemic era. Although this pandemic is the biggest global health crisis in the previous one hundred years, this theory still has well explained the behavior of travelers in Vietnam. We find that attitude, perceived behavioral control, and subjective norm can influence travel intention. Travel intention, in turn, will promote individuals’ travel behavior. Based on the research findings, the managerial implications are presented to support a faster recovery for the tourism sector.