Abstract
In this research, we intend to study the profile of the consumer in the face of the reality we live in: the War in Ukraine. The goal is to understand how individuals, as individual tourists, in groups or with family, consider that tourism is or will undergo changes, in terms of conditions of choice, opinions, categorization, and societal involvement. The Investigation was quantitative and adopted the survey method. Data was collected at Continental Portugal and Islands, where 1200 responses were obtained for analysis. Key findings revealed that people like to travel the world. People travel more for holiday reasons than for work. It is also concluded that people travel at least once a year on vacation. Due to the last event and according to the sample answers the will to travel has changed. Through the study, we could easily see that the impact of recent events interfered with the lives of tourists significantly changing intentions and habits and countries near the war are not a choice.
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