Managing Travellers’ Predicted Future Travel Behaviour in a post-COVID-19 World: A Tourism Supplier Perspective

Abstract

This research aims to assess the influence of COVID-19 on the travel and tourism industry from a supply-side perspective. More specifically, this research identifies the influential determinants to help manage tourists (main target markets') predicted behaviour and changes in travel patterns due to COVID-19. The exploratory research made use of an online questionnaire. The questionnaire's link was posted on a social media page in 2020, and a convenience snowball sampling method was used to gain access to travel and tourism suppliers. 111 responses were obtained. The multivariate analysis involved exploratory factor analyses (EFA) in identifying the dependent (tourists future travel behaviour) and the independent variables [suppliers’ initiatives to connect with their target market(s) during the pandemic, the predicted management and marketing strategies the travel and tourism industry will adopt after COVID-19 and perceptions regarding the future of the travel and tourism industry (in a post-COVID world)] that were included in regression analyses. A set of linear regression analyses was performed to show whether there is a significant relationship between the factors that may provide additional guidelines for managing travellers’ predicted travel behaviour due to COVID-19. This research provides valuable insights into the strategies the various sectors within the tourism industry implement and plan to adopt to regenerate their tourism operations post COVID-19. Moreover, since this research is primarily focused on the supply-side (tourism suppliers), the sectoral feedback is valuable in streamlining national tourism industry guidelines post-COVID-19.