Drivers of experiential loyalty intentions towards online travel agents: a comparative analysis on pre- and post-COVID travellers

Abstract

Purpose COVID-19 pandemic led to changes in the mental processes of tourists towards online travel agents. Therefore, the study aims to determine the factors affecting experiential loyalty intention of travellers during pre- and post-COVID times. Design/methodology/approach Empirical data analysis using structural equation modelling was performed in the study. Findings Results indicate that there is a change in the mental process of tourists. Travel companies need to understand that post-COVID, travel has transformed into a completely new world and it is essential to change behaviour accordingly. Traveller’s satisfaction would still be the key to driving loyalty of travellers towards a company. Research limitations/implications The study implies that managers must put more effort into creating confidence among travellers because many people are still scared to travel due to the prevalence of the COVID-19 virus. Motivation to travel has declined significantly, which can only be regenerated if managers develop great strategies to drive demand from people. Originality/value This study will help in filling the gap that exists in extant literature of tourism by developing a robust model for analysing the factors enhancing experiential loyalty intention of travellers towards online travel agents in the pre- and post-COVID scenarios.