Measuring tourist behavioral intentions after the first outbreak of COVID-19 pandemic crisis. Prima facie evidence from the Greek market

Abstract

Purpose

COVID-19 pandemic crisis has led the scientific community in continuous efforts to estimate its impact on tourism. UNWTO predictions indicated a decline in international tourist arrivals and the respective loss in revenues generated by tourist activity for the first year of the pandemic. Undoubtedly, such an impact may not be the same for every country, especially on a domestic level. In fact, the recovery process upon COVID-19 suggests domestic tourism as the driving force. Therefore, this paper aims to investigate the tourist behavioral intentions after the first outbreak of COVID-19 with evidence from the Greek market.

Design/methodology/approach

A primary survey with questionnaires distributed via online channels (email and social media) has been undertaken to focus on the travelers’ preferences when it comes to the main parts that compose the holiday travel (destination, transport mode, accommodation type). Additionally, there were questions regard to their perceptions on the international norms of health protection against the virus.

Findings

The results of the survey illustrate some prima facie evidence of tourist behavioral intentions of Greeks, upon a statistical analysis, which indicates preference in domestic tourism and personalized services, issues related with travel costs and health safety awareness, toward tourism recovery process and customers’ reengagement and trust to the tourism businesses and destinations.

Originality/value

As Greece is a popular destination that includes a plethora of tourism cities, this paper illustrates the intentions of Greeks toward tourism activity upon pandemic crisis, when it comes to their travel preferences, as well as their perceptions on health and safety protocols applied in destinations and tourism businesses.

Citation

Poulaki, I. and Nikas, I.A. (2021), "Measuring tourist behavioral intentions after the first outbreak of COVID-19 pandemic crisis. Prima facie evidence from the Greek market", International Journal of Tourism Cities, Vol. 7 No. 3, pp. 845-860. https://doi.org/10.1108/IJTC-09-2020-0218