THE IMPACT OF ATTITUDE AND SUBJECTIVE NORM ON AIRLINE PASSENGERS' TRAVEL INTENTION IN THE COVID-19 ERA: MEDIATING ROLE OF PERCEIVED RISK

The COVID-19 pandemic has had unprecedented effects without distinction between the public and private sectors. Service industries that have been interrelated in different ways have felt the effects more. The airline industry is the most important service-intensive sector and the COVID-19 era has important effects on the demand and supply of the industry. The demand-side analysis of the industry, which has been consisted of the passengers, is important to understand in the COVID-19 era. The travel intention of airline passengers will play a critical role in the recovery process of the industry in the pandemic process. The study aims to reveal the antecedents of airline passengers' travel intentions in the COVID-19 era. The empirical data were collected through respondents in Turkey. The PLS-SEM was employed to test the hypotheses. Findings indicate that there is a significant relationship between travel intention and trust, perceived risk, perceived value, habit. Also, the findings show that there is no relationship between travel intention and social norms. According to the mediation analysis results, it was found that the trust and social norms in airline services directly affects the air travel intention, as well as indirectly by reducing the perceived risk.