The study aimed to investigate the factors influencing domestic travelers' intention to purchase travel insurance, focusing on demographic characteristics, awareness levels, and purchase intentions, particularly in light of the COVID-19 pandemic. The study utilized a convenience sampling technique involving 384 respondents, predominantly female and aged between 20-50 years, with a significant portion earning above RM80,000 annually. A multiple regression analysis was conducted to investigate the relationship between the independent and dependent variables. To validate the outcomes of the multiple regression analysis, supplementary analyses such as Pearson correlation coefficient and regression analysis were carried out to assess the interconnections among the variables under scrutiny. Moreover, the research encompassed reliability analysis to ensure the dependability of the results and descriptive analysis to furnish a comprehensive overview of the data. Although a majority of the participants were familiar with travel insurance, their comprehension of its coverage for domestic trips was limited. The pandemic significantly impacted purchase intentions, with safety and transparency emerging as pivotal factors. Recommendations from friends and family played a significant role in decision-making, and awareness of travel insurance rights varied among respondents. The COVID-19 pandemic heightened awareness and influenced decision-making processes. Additionally, travel destination preferences also played a role in insurance decisions. These findings offer valuable guidance for insurers and policymakers to tailor products and policies to meet the evolving needs of domestic travelers, emphasizing the importance of targeted communication and educational initiatives to enhance awareness and understanding of travel insurance.
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