LEISURE TRAVEL INTENTION OF THE DOMESTIC TOURISTS IN THE NEW NORMAL WITH SPECIAL REFERENCE TO WESTERN PROVINCE, SRI LANKA

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.