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Abstract
This dissertation comprises three essays that develop two different conceptual frameworks on individual behavior to provide information on how the COVID-19 pandemic affects recreational travel. The second chapter develops a model that extends expected utility theory by incorporating subjective norms and perceived behavioral control from the theory of planned behavior. Subjective norms are the perception of other people's approval of an individual’s particular behavior. Chapter two examines the factors that influenced individuals to cancel or postpone intended or planned leisure trips in 2020 in the United States. The results support the study hypothesis that, in addition to the perceived risk of contracting or transmitting COVID-19 while traveling, the decision to engage in recreational travel depends on subjective norms. The third chapter develops a conceptual model to show the effects of subjective norms on recreation or leisure demand and values. It tests the model empirically and shows that the subjective norms variable is a recreation demand shifter. The model estimates a net decrease of approximately 1,800 in consumer surplus (CS) or willingness to pay (WTP) for visitors to Georgia associated with COVID-19. The fourth chapter conducts economic impact analysis of COVID-19 on the economy of the state of Georgia, focusing on canceled/postponed leisure trips. The economic impact analysis shows that canceled trips to Georgia generated a reduction of approximately $9.03 million in total output for day trips and $30.51 million for overnight trips. These results could provide tourism and travel stakeholders and policymakers in Georgia with insights into the differences between the economic impact generated for day and overnight trips, thus enabling them to design policies that could enhance recovery strategies for the Georgia tourism industry.