Naranjo-Zolotov, Mijail JuanovichPinto, Diego CostaPinho, Luís Filipe Antunes2021-09-032023-07-222021-07-22http://hdl.handle.net/10362/123753Dissertation presented as the partial requirement for obtaining a Master's degree in Data Science and Advanced Analytics, specialization in Business AnalyticsThis research aims to develop a new Planned-Protection-Motivation (PPM) approach on tourism research. Drawing on Protection Motivation and Planned Behavior theories, the proposed model combines the beliefs on travel intentions as well as the perceived level of threat and familiarity with the pandemic. Using PLS-SEM multi-group analysis, and a sample of 381 European travelers, this study aims to understand consumers’ demand for travel given the pandemic. Findings showed that consumers’ attitudes and social influence are the main drivers of travel intentions. Moreover, social influence moderates COVID-19 travelers’ fear effects on attitudes and improves travel intentions. However, consumers who have not travelled have mixed feelings, and both response cost and fear negatively influence their travel intentions. The findings represent a shift in the tourism, deepening the understanding of customer motivation for traveling during the pandemic.engTourismTravel IntentionsCOVID-19Theory of Planned BehaviorProtection Motivation Theorymaster thesis202762823