Abstract:
Purpose-Objective the purpose of this study is to confirms the changes in
consumer behavior observed by China's tourism and hotel industry during the
2019 coronavirus disease, and to preliminarily understand and evaluate the impact
of covid-19 on consumer behavior by using the influencing factors and
considerations of consumers' use frequency and travel intention during the
covid-19 period. Design/ Methodology/ Approach- A questionnaire with 19 questions was used in
this quantitative analysis. 200 respondents who used Ctrip in varied degrees
during COVID-19 received the questionnaire. Age, gender, occupation, and
monthly disposable income are the different categories of demographic
characteristics. Conduct a preliminary analysis to glean information on patterns
and practices of behavior and to determine any probable dominating causes. The
dependability of the data was further confirmed using statistical analysis, and the
validity test was used to examine the affecting elements. Structural equation
modeling was used to verify this theory. Finding- The results indicate that customer behavior, including consumer
Satisfaction and usage frequency, is significantly affected by the COVID-19 impact. The research can examine the fundamental ideas that guide present-day
consumer choices in the travel and tourism industries and assess the significance
of variables that are only thought to be marginally or insignificantly connected to
customer behavior. This provides a concise summary of the state of consumer
quality in China's tourist sector, which is useful for future study. Originality/Value-In the age of COVID-19, this study focuses on Seller's service
attitude impacts business and how it influences customer behavior. This could
serve as a foundation for further studies. After the outbreak, it may be extremely
helpful as a model for China's tourism and hospitality sectors to comprehend
consumer behavior, assisting pertinent marketplaces, businesses, and institutions
in understanding the objectives and concerns of tourists.
