Understanding Traveler Behavior Before, During, and Post COVID‐19

While much research has been conducted related to COVID‐19's impact on travel, little research has examined the underlying determinants of changes in behavior and how it shifted across time. Grounded by the Theory of Planned Behavior (TPB) and the concept of constraint negotiation, this qualitative study simulates a longitudinal method to understand traveler behavior changes before, during, and after the COVID‐19 pandemic. In‐depth interviews revealed that behavioral changes were and will be influenced by travelers' attitudes, subjective norms, and perceived behavioral control. Furthermore, the results suggest that each dimension of the TPB interacts with the others during the travel decision‐making process. Travelers' ability to negotiate constraints was also found to play an important role in influencing participants' behaviors, suggesting it to be a strong addition to the TPB. Practical implications include important directions for destinations to better understand visitors' attitudes, the roles of others, and how to aid in reducing constraints.