Transformations in tourism following COVID-19? A longitudinal study on the perceptions of tourists: Journal of Tourism Futures

Purpose: This study attempts to answer how values and holiday preferences were shaped by the pandemic, how travellers view the future of tourism and how they are willing to contribute to potential changes. Furthermore, it examines the impact of socio-structural background factors, basic values and holiday preferences, and pandemic-related factors on the views of post-pandemic tourism. Design/methodology/approach: A longitudinal online survey was conducted in which 155 frequent travellers were interviewed both before and during the pandemic about their values and holiday preferences, attitudes towards travelling during the pandemic, and their prospective views regarding tourism. Findings: The findings revealed that values remained rather stable, but nature experiences, heritage tourism and beach offers gained more relevance when it came to holiday preferences. Concerning travellers’ expectations of future tourism, environmental concern was ranked higher than economic profit. However, those striving for self-direction, stimulation and city tourism offers stated to be less willing to restrict their travel behaviour in the future. Research limitations/implications: Although our study is just based on a convenience sample, the authors were still able to address notable research gaps. First, because a longitudinal design was selected, it was possible to investigate any potential transitions in basic values and travel style and trace these changes back to the pandemic. Second, thanks to a sophisticated online survey, all concepts could be measured with well-developed scales, which increased the quality of the measurements and led to stable results. Third, young travellers can be considered proponents of future travel styles. Their way of acting and thinking about future tourism could significantly impact the prospective direction of tourism. Practical implications: This study makes a valuable contribution to changing holiday preferences and provides useful insights for the tourism industry about travellers’ willingness to change their travel behaviour. Social implications: Since this study primarily considers human values and socio-structural factors, the findings are of particular interest from a sociological perspective and are also interpreted from this viewpoint. Originality/value: This study is one of only a few longitudinal studies focusing on holiday preferences and shifting values during COVID-19 and attempting to detect crucial drivers of potential tourism transformations in terms of perceptions from the demand side.