Abstract:
This study aims to keep filling a knowledge deficiency by investigating domestic tourists'
leisure travel intentions in the new normal. Domestic tourism is the only thing keeping the
country's tourism industry alive in ongoing international travel restrictions. While domestic
tourism plays a significant role in stabilizing the country's economy during these trying
times, this study focused on domestic travelers' leisure travel intentions. According to the
literature, domestic leisure travel has become the new normal. As a result, the main
objective of this study is to investigate whether tourist decision-making cognition,
environmental risk, epidemic prevention attitudes, and physical and mental health
awareness affect domestic leisure travel intentions. Using a stratified sample method,
researcher executes a quantitative research study including 328 domestic travelers in the
western province. The primary data were gathered by a questionnaire on domestic tourists'
leisure travel intentions, and the result reveals the perspectives of domestic tourists' leisure
travel. Environmental risk perception, epidemic prevention attitudes, and physical and
mental health awareness are domestic tourists' leisure travel intentions in the western
province. According to the study's findings, hence tourism decision-making cognition is
rejected. These findings will assist managers in understanding their market better,
categorizing it, and determining the most successful channels for reaching their target
demographic. With the current challenging environment, the findings of this study can be
used to develop methods for an innovative and effective recovery. According to the results,
there was a significant beneficial association between leisure travel and domestic tourists.
This research also indicates ways of improving domestic leisure travel intentions.
Consequently, the researcher assumed that the study's findings would aid the government
and potential businesses in the development of new initiatives and strategies.
