The Impact of the COVID-19 Pandemic on the Food-Related Behaviour of Tourists Visiting Greece

Abstract

The COVID-19 pandemic has changed everyday reality and negatively impacted the global hospitality and tourism sectors. Even though food is an essential component of the tourist experience and the sustainable development of a region, research on the impact of COVID-19 on tourists’ food-related behaviour remains scant. By implementing a quantitative approach, data obtained from 847 tourists visiting Greece before or during the pandemic were analysed in order to compare these two periods. Findings indicate that during the pandemic, tourists had a more positive attitude towards food than before the pandemic and were more motivated to consume local food. As a result, they spent more money on food and were keener to taste local food and visit Greek restaurants and taverns. Despite the restrictions, the level of food satisfaction remained the same. It seems that this is a case whereby the risk perceptions created by COVID-19 were eliminated. The demand for quality food experiences was mainly interpreted as a search for culture and consideration of health concerns. Specific trends have been revealed in tourists’ food-related behaviours, which bear implications for a smooth transition to new and challenging circumstances. Researchers and food tourism stakeholders must set new goals, develop alternative forms of products and services based on sustainability, and, in general, adopt a new perspective to face future challenges.