Travel risks in the COVID-19 age: using Zaltman Metaphor Elicitation Technique (ZMET)

While the COVID-19 pandemic changed our economies, work habits and daily routines in significant ways, it also fundamentally impacted our travel behaviour. This study identifies travel risk factors when planning trips amidst the COVID-19 pandemic. Instead of using verbal-centric interviews, this study used image-based interviews, based on the Zaltman Metaphor Elicitation Technique (ZMET), to better understand travellers' thoughts and feelings as the COVID-19 pandemic was an unprecedented experience for people living in the twenty-first century. The finding of the study identifies 15 specific travel risk factors and categorizes them into three deep metaphors (Uncertainty, Distrust, Pandemic New Normal). This study contributes to the current field of travel risk research, particularly in pandemic crises, providing specific reasons why people were afraid and/or hesitated to travel. Based on an intensive data analysis, this study discusses theoretical and operational implications that could be used to deliver more transparent, direct and effective communications to consumers.