This study aims to examine how perceived travel risks influence staycation behaviour in different generational cohorts. Using the theory of planned behaviour and perceived risk theory, it provides comparative insights into how various generations approach staycations during an unprecedented global crisis.
Data were collected from 526 Indonesian respondents of various generations during COVID-19 vaccine distribution. Using factor scores from confirmatory factor analysis, this study used regression and path analyses to examine the differential effects in generational cohorts.
This study revealed that Baby Boomers, Generations X, Y and Z perceived distinct travel risks related to vacations, with varying factors influencing their behaviour during uncertainty.
This study is one of the first to examine the staycation behaviour of generational cohorts during crises. It provides valuable insights for hospitality marketing strategists in the context of localised market segmentation.
