IMPACT OF 2019 CORONAVIRUS DISEASE ON DOMESTIC TOURISM AND PRICING STRATEGY (INVESTIGATION ON TAOHUAYUAN IN 5A SCENIC SPOTS IN CHINA)

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.