ISSN: 2222-6990
Open access
The study aimed to investigate the factors influencing domestic travelers' intention to purchase travel insurance, focusing on demographic characteristics, awareness levels, and purchase intentions, particularly in light of the COVID-19 pandemic. The study utilized a convenience sampling technique involving 384 respondents, predominantly female and aged between 20-50 years, with a significant portion earning above RM80,000 annually. A multiple regression analysis was conducted to investigate the relationship between the independent and dependent variables. To validate the outcomes of the multiple regression analysis, supplementary analyses such as Pearson correlation coefficient and regression analysis were carried out to assess the interconnections among the variables under scrutiny. Moreover, the research encompassed reliability analysis to ensure the dependability of the results and descriptive analysis to furnish a comprehensive overview of the data. Although a majority of the participants were familiar with travel insurance, their comprehension of its coverage for domestic trips was limited. The pandemic significantly impacted purchase intentions, with safety and transparency emerging as pivotal factors. Recommendations from friends and family played a significant role in decision-making, and awareness of travel insurance rights varied among respondents. The COVID-19 pandemic heightened awareness and influenced decision-making processes. Additionally, travel destination preferences also played a role in insurance decisions. These findings offer valuable guidance for insurers and policymakers to tailor products and policies to meet the evolving needs of domestic travelers, emphasizing the importance of targeted communication and educational initiatives to enhance awareness and understanding of travel insurance.
Aryal, C., Aryal, P., Niraula, N., Ghimire, B., Pokhrel, S., & Nepal, R. (2022). Domestic tourism in covid-19 era: travel choice in himalayas correlates to geographic origin and age. The Gaze Journal of Tourism and Hospitality, 13(1), 50-69. Retrieved from https://doi.org/10.3126/gaze.v13i1.42067
Carvalho, M. (2022). Domestic and european leisure travel intentions: assessing the role of push motivations, destination safety, travel risk, safety concerns and social risk. European Journal of Tourism Research, 32, 3214. Retrieved from https://doi.org/10.54055/ejtr.v32i.2535
Choe, Y., Kim, H., & Choi, Y. (2022). Willingness to pay for travel insurance as a risk reduction behaviour: health-related risk perception after the outbreak of COVID-19. Service Business, 16(3), 445-467. Retrieved from
https://ideas.repec.org/a/spr/svcbiz/v16y2022i3d10.1007_s11628-022-00479-8.html
Eichelberger, S., Heigl, M., Peters, M., & Pikkemaat, B. (2021). Exploring the role of tourists: responsible behaviour triggered by the covid-19 pandemic. Sustainability, 13(11), 5774. Retrieved from https://doi.org/10.3390/su13115774
Ferreira, J., & Poltronieri, N. V. (2022). Quality of life of heart transplant patients during the covid-19 pandemic. Brazilian Journal of Transplantation, 25(3). Retrieved from https://doi.org/10.53855/bjt.v25i3.455_in
Fitriadi, B. W., Hurriyati, R., & Widjajanta, B. (2022). The Impact of Covid-19 Pandemic on Consumer Behavior in Tourism Sector. 6th Global Conference on Business, Management, and Entrepreneurship (GCBME 2021) (pp. 312-316). Atlantic Press. Retrieved from https://doi.org/10.2991/aebmr.k.220701.060
Hagger, M., & & Chatzisarantis, N. (2009). Integrating the theory of planned behaviour and self?determination theory in health behaviour: a meta?analysis. British Journal of Health Psychology, 14(2), 275-302. Retrieved from
https://doi.org/10.1348/135910708x373959
Huynh, D., Duong, H., Nguyen, T., & Truong, T. (2023). Vulnerability and resilience of the tourism system in vietnam during pandemic outbreaks. International Social Science Journal, 73(248), 705-719. Retrieved from https://doi.org/10.1111/issj.12410
Isnaini, S., Setijaningrum, E., & Angelia, R. (2022). Communicating cleanliness, health, safety, and environmental sustainability policy during covid-19. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies), 6(3), 841-858.
Karl, M. (2016). Risk and uncertainty in travel decision-making: tourist and destination perspective. Journal of Travel Research, 57(1), 129-146. Retrieved from https://doi.org/10.1177/0047287516678337
Khairunnisa, K., Tetty, T., Hafsar, K., Haidawati, H., Wahyudin, W., Suhana, M., . . . Hanifah, H. (2021). The recovery strategy of mangrove tourism after covid-19 pandemic in bintan island, indonesia. E3s Web of Conferences. 324, p. 04001. EDP Sciences. Retrieved from https://doi.org/10.1051/e3sconf/202132404001
Khan, M., & Hashim, H. (2020). The effect of covid-19 on tourism and hospitality industry in malaysia, resurgence in the post-pandemic era: a conceptual criterion. International Journal of Tourism & Hospitality Reviews, 7(2), 54-62. Retrieved from https://doi.org/10.18
Lee, W. S., Park, S., Jung, J., Mun, S., & Jung, J. (2021). A study on tourists’ perceived risks from COVID-19 using Q-methodology. Asia Pacific Journal of Tourism Research,, 26(10), 1057-1069. Retrieved from
https://www.tandfonline.com/doi/abs/10.1080/10941665.2021.19530
Lee, Y., Lu, C., Wu, P., Huang, H., Wu, Y., & Huang, K. (2018). Attitudes and awareness of medical assistance while traveling abroad. Globalization and Health, 14(1). Retrieved from https://doi.org/10.1186/s12992-018-0382-5
Li, J., Furuoka, F., Lim, B., & Pazim, K. (2020). Risk perception and domestic travel intension during the covid-19 pandemic: a conceptual paper. Bimp-Eaga Journal for Sustainable Tourism Development, 9(1), 7-19. Retrieved from
https://doi.org/10.51200/bimpeagajtsd.v9i1.3175
Lin, Y. (2021). Review of the influences of covid-19 pandemic on tourism. E3s Web of Conferences. 275, p. 01019. EDP Sciences. Retrieved from
https://doi.org/10.1051/e3sconf/202127501019
Mamun, A. A., Rahman, M. K., Yang, Q., Jannat, T., Salameh, A. A., & Fazal, S. A. (2022). Predicting the willingness and purchase of travel insurance during the covid-19 pandemic. Frontiers in Public Health, 10. Retrieved from
https://doi.org/10.3389/fpubh.2022.907005
Mamun, A., Rahman, M., Munikrishnan, U., & Permarupan, P. (2021). Predicting the intention and purchase of health insurance among malaysian working adults. Sage Open, 11(4), 215824402110613. Retrieved from https://doi.org/10.1177/21582440211061373
Muñiz, D. R., Vila, N. A., & Brea, J. A. (2021). Changes in consumption patterns and tourist promotion after the covid-19 pandemic. Journal of Theoretical and Applied Electronic Commerce Research, 16(5), 1332-1352. Retrieved from
https://doi.org/10.3390/jtaer16050075
Neuburger, L., & Egger, R. (2020). Travel risk perception and travel behaviour during the covid-19 pandemic 2020: a case study of the dach region. Current Issues in Tourism, 24(7), 1003-1016. Retrieved from https://doi.org/10.1080/13683500.2020.1803807
Petrus, S., Yahya, A. F., & Yahya, F. (September, 2022). Domestic Travelers’ Perceptions and Intention to Purchase Travel Insurance. 82 (1), p. 74. MDPI. Retrieved from https://doi.org/10.3390/proceedings2022082074
Sandhya, H. (2021). The Survival of Travel and Tourism Industry amidst the Covid 19 Pandemic - Challenges and Opportunities of the Indian Tourism Sector. Atna Journal of Tourism Studies, 16(1). Retrieved from https://doi.org/10.12727/ajts.25.3
Saraf, D., & Baser, N. (2023). Influence of fear on purchase of health insurance. Journal of Financial Services Marketing. 1-10. Retrieved from https://doi.org/10.1057/s41264-023-00209-9
Sarman, I., Curtale, R., & Hajibaba, H. (2019). Drivers of travel insurance purchase. Journal of Travel Research, 59(3), 545-558. Retrieved from
https://doi.org/10.1177/0047287519843187
Shaari, F. (2024). Quantitative analysis of students and teachers readiness for flipped classroom in matriculation. International Journal of Academic Research in Business and Social Sciences, 14(5). Retrieved from https://doi.org/10.6007/ijarbss/v14-i5/21724
Sudirman, S. (2023). Sharia tourism business recovery strategies on lombok island indonesia post covid-19. International Journal of Professional Business Review, 8(7), e02915. Retrieved from https://doi.org/10.26668/businessreview/2023.v8i7.2915
Sundararajan, K., Ambak, K., Daniel, B., Ishak, S., & Putranto, L. (Jurnal Kejuruteraan). Pedestrian behavioural intention to use crossing facilities based on extended theory of planned behaviour. 2020, 32(3), 523-530. Retrieved from
https://doi.org/10.17576/jkukm-2020-32(3)-17
Susanti, E. (2021). Tourism recovery strategy after covid-19 pandemic. Economica, 10(1), 85-91. Retrieved from https://doi.org/10.22202/economica.2021.v10.i1.4792
Wong, L., Tan, K., & Lim, S. (n.d.). Enhancing Travel Insurance Offerings: A Study on Tailoring Policies to Meet Diverse Traveler Needs in Malaysia. Journal of Travel Insurance, 2022(3), 45-58.
Yang, C. J., Lu, C. W., Chiang, C. H., Chang, H. H., Yao, C. A., & Huang, K. C. (2023). Traveler’s knowledge, attitude, and practice about travel health insurance: A community-based questionnaire study. Plos one, 18(2), e0281199. Retrieved from
https://doi.org/10.1371/journal.pone.0281199
Zhang, J., Xie, C., Chen, Y., Dai, Y., & Wang, Y. (2022). The matching effect of destinations’ crisis communication. Journal of Travel Research, 62(3), 491-516. Retrieved from https://doi.org/10.1177/00472875211067548
Mohamad, S., Salleh, S. A. M., Zulkifli, A. S., Yaccob, T. Z. T., & Ibrahim, H. (2024). Domestic Travelers’ Intention to Purchase Travel Insurance. International Journal of Academic Research in Business and Social Sciences, 13(12), 2107–2119.
Copyright: © 2024 The Author(s)
Published by HRMARS (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode