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.
Empirical data analysis using structural equation modelling was performed in the study.
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.
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.
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.
