Shifts in Consumer Behavior Due to Corona Pandemic: A Case of Tourism and Hospitality Sector in Bangladesh

Abstract

The study objective is to examine the shifts in consumer behavior during corona pandemic in tourism and hospitality sector in Bangladesh. Convenience type non-probability sampling is used in this research paper and sample size is 150 which are collected from students, teachers and service holders in Dhaka, and Cumilla district area. Descriptive statistics, five rating likert scale and paired sample t-test applied in this research paper to collect data and a focus group including 12 respondents is also created for gathering respondent’s opinions about the effect of corona pandemic on restaurants, transportations, hotels and motels. In light of research analysis this research finds that there is a shift in consumer behavior in tourism and hospitality sector due to corona pandemic. Home quarantine, lockdown, physical stress, government rules and regulations have immense impact on consumer’s income, consumption, visiting tourist spot due to COVID-19. The study also discloses that consumers are using mask in public places and they are not preferring to purchase foods from restaurant. The findings of this paper may help tourism and hospitality industry to overcome any current and also future pandemic situation. The study also discloses practical guidelines for the tourist, passengers, travelers, restaurants customers and owners and travel agencies to formulate progress of tactical decisions in any pandemic situations. This research might illustrates a frontier study, analytically investigate the potential impacts of COVID-19 on shifts in consumer behavior in tourism and hospitality sector in Bangladesh and how the tourism and hospitality sector may respond to such shifts in the future