THE IMPACT OF COVID-19 PANDEMIC ON THE TRAVEL BEHAVIOR AND DECISION OF CHINESE TOURISTS

Abstract

Purpose The purpose of this research is to develop an initial understanding and primary evaluation on the changes in travel behavior of Chinese tourists as observed during the past holiday periods of Qingming, May day and Duanwu, as well as the contribution of factors and considerations of safety, affordability and travel experience on the travel behavior. Design/ Methodology/ Approach This research implements a quantitative research with a 30-question questionnaire that were distributed to 700 respondents that have various extent of involvement in traveling or planning of such activity. The demographic factors were divided into several genre including age, gender, occupation, monthly disposable income and status of travel within past six months. Primary analysis were conducted to extract and examine behavioral pattern and routine as well as evaluation on potential dominant consideration. Further statistical analysis was conducted in order to confirm the reliability of the data, along with validity test to analyze the factors. The hypotheses were tested with Structural Equation Model. Individual respondents also have a perception phrase in order to testify whether the subjective and personal perception is consistent with their forced choice and evaluation. Findings The findings show that Safety and Affordability have significant contribution toward Travel Experience, and these variables have significant contribution toward Travel Behavior. The research was able to explore the current rationale of Chinese tourists on the travel decision, and identified the significance of the factors that were only considered to have potential relationship or no significant influence on travel decision. x Thus provides an overview on the current status of Chinese tourists and enables further studies. Originality/ Value This study concentrates on the new travel behavior and supporting rationale to formulate such decision for the activity, in accordance to three major factors proposed and examined in past studies that were also distinguished in the past few months during the partial revival of domestic travel. This could potentially provide a foundation for further study in the future, and as a model of understanding on the travel behavior of Chinese tourists might prove beneficial and useful when international travelling is restored, thus aiding the related market, industry and institutions to understand the travel intention and consideration of Chinese tourists.