Abstract:
Purpose
The purpose of this study is to examine the relationship between tourism safety,
pricing strategy, and consumer behavior in China's tourism industry during
COVID-19. This research will also investigate the influencing factors and
considerations of price strategy to preliminarily understand and evaluate the impact
of price on consumer behavior in tourism areas.
Design/ Methodology/ Approach
In this study, a questionnaire of 20 questions was used for quantitative research,
and the questionnaire was distributed to 100 respondents in Taohuayuan tourism
area to varying degrees. Demographic factors fall into several categories, including
age, gender, occupation, monthly disposable income and consumption on the island
in the past year. The analysis used in this study is Multiple Regression Analysis,
where the normality, multicollinearity, heteroscedasticity, and autocorrelation were
tested before the hypotheses were examined using T-Test and F-Test.
Findings
The survey results show that price strategy of scenic spots have a positive and direct
impact on consumer behavior, while tourism safety has a negative direct impact
towards consumer behavior. Moreover, the independent variables are also able to
explain 57% of consumer behavior’s variance. They also collectively impact the
dependent variable, which leads to the researcher’s recommendation to develop
better regulation for tourism safety and maintain reasonable price in order to
improve Taohuayuan consumers’ motivation and intention to visit the scenic spot.
Originality/Value
This study focuses on how the price strategy of tourism areas affects consumer
behavior. This may provide a basis for further research in the future. As a model
for understanding consumer behavior in China's tourism industry, it may prove
useful and useful after the epidemic, so as to help relevant markets, industries and
institutions understand the consumers’ intentions and considerations in the travel
industry.
