Fear and travel: extending our understanding of pandemic (non-) travel

Abstract

Purpose

Travel decreased dramatically during the initial wave of the COVID-19 pandemic, only to return rapidly to prepandemic levels once the degree of fear toward the virus began to diminish among potential travelers. This USA-based 16-month repeated-measure cross-sectional survey study aims to explore the degree to which fear of COVID affected people’s decisions to stay home rather than to travel during the pandemic.

Design/methodology/approach

The research used survey data. An extensive data set, composed of over 9,500 respondents, collected through Mechanical Turk over a 16-month time period, was used to compare respondent fear of the pandemic both with their attitudes toward future travel and with Smith Travel Research data reflecting actual pandemic travel patterns.

Findings

The results demonstrate how fear of COVID was closely and negatively linked to both travel intentions and travel behavior.

Research limitations/implications

Data were collected from US respondents only.

Practical implications

The findings significantly extend earlier studies and provide guidance for those studying travel consumer behavior regarding trends that should be monitored in the case of a future pandemic or other fear-inducing crisis. For hospitality and tourism managers and marketers, understanding fear as a leading indicator of future travel behavior can result in more timely promotional efforts and staffing and training decisions.

Social implications

Measuring and understanding consumer fear levels as this relates to travel decisions can help in the future to adjust the message that is sent to the public, perhaps reducing the amount of travel taken during periods when this is unwise and or unsafe.

Originality/value

This paper extends previous work that had been based upon cross-sectional reviews, providing a broader and more valuable study of an important and timely consumer behavior travel topic.

Citation

Litvin, S.W., Guttentag, D., Smith, W.W. and Pitts, R.E. (2024), "Fear and travel: extending our understanding of pandemic (non-) travel", Consumer Behavior in Tourism and Hospitality, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/CBTH-08-2023-0114