Research on the travel behaviour of Asian tourist’s post-pandemic: preferences and priorities
Author: Sixun Liu
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Abstract
This report studies the changes in travel behaviours and preferences among Asian tourists, particularly focusing on the effects of the COVID-19 pandemic and increased racial discrimination. Key findings suggest a significant preference for nature-based destinations and a conscientious approach to avoiding discrimination. The research emphasizes the need for the tourism industry to adapt to these changing dynamics to ensure a more resilient and inclusive recovery.
Key words: COVID-19, travel behaviour, Asian tourists, racial discrimination, tourism recovery
Following the COVID-19 outbreak, Asian travelers have changed their travel attitude and habits. The study explores the significant shifts in travel patterns among Asian tourists following the pandemic, with a change from traditional urban destinations to settings that offer natural environments and are perceived as less crowded (Kang & Zhu, 2020). This does not just represent a trend but rather a huge transformation that has come with the soaring health and safety concerns in the wake of the pandemic. Such demographics make up a substantial and critical economic contribution to the tourism square; thus, it comes with urgency for tourists destinations to realign their product offerings to which these changing preferences are responded to, for easier and smoother responsive adaptation to the global travel landscape (Kang & Zhu, 2020).
COVID-19 has brought devastated impact on global tourism, causing unprecedented declines in tourist arrivals and severe economic impacts on tourism-related businesses. Both small tourism business and large tourism cooperation have experienced cutbacks and severe economic losses. As this crisis is likely to affect tourism for a long time, it’s important for tourism management side to rethink how they can effectively promote tourists destinations and ensure safety to attract international travelers. This crisis has made health and safety the top priorities for tourists, changing what they expect and how they behave when it comes to travel.
Increased racial discrimination during the pandemic has significantly influenced the travel decisions of Asian tourists. Reports of racism, from inadequate service to outright verbal and physical abuse, have disproportionately affected this group, particularly targeting Chinese tourists (Li et al., 2020). Such negative discriminating experiences deeply influenced their travel decisions and made them look for destinations that were seen as safer and more inclusive. Inclusivity is an important aim for destination marketing and management in their fight against racism in the tourism sector.
In response to pandemic-induced challenges and experiences of racism, Asian tourists have adapted their travel behaviors. This includes preferences for short-haul destinations that are perceived to have fewer incidents of discrimination and higher commitment to health and safety standards. A huge leap toward more personalized types of accommodation, including boutique hotels, B&Bs, and Airbnb, over the traditional hotel chains. In this preference is the implication of needing environments that feel secure, a bit out of the way, and with less exposure in interactions that discriminate.
For the tourism industry to effectively cater to the revised needs of Asian tourists, a multi-faceted approach is essential. Firstly, enhancing cultural inclusivity within tourist destinations is paramount. This can be achieved through comprehensive anti-discrimination training for service providers and clear communication strategies that emphasize the safety and inclusivity of the destination. Furthermore, tourism operators should implement and rigorously enforce robust health and safety protocols to rebuild trust among travellers. Such measures are not only essential for attracting tourists in the post-pandemic landscape but also critical for ensuring their safety and satisfaction during their travels. Addressing these areas will be crucial for the tourism industry's recovery and growth, highlighting the need for a proactive approach to accommodate these global shifts in traveller behaviour (Stephenson, 2006).
The impact of COVID-19 and increased racial discrimination has deeply influenced the travel behaviours and preferences of Asian tourists, necessitating significant shifts in how destinations are chosen and travel is planned. By understanding these changes and proactively responding to them, the tourism industry can ensure a more resilient and inclusive recovery. Catering effectively to the needs and concerns of Asian tourists is not merely beneficial for economic recovery but also essential for fostering a more welcoming and safe global tourism environment.
Kang, L. and Zhu, K. (2020) An empirical analysis of changes in tourists’ behavioral intentions before and after the COVID-19 epidemic. Journal of Xiamen University of Technology, 28(2) 41–47.
Li, S., Li, G., Law, R. and Paradies, Y. (2020) Racism in tourism reviews. Tourism Management, 80(2020) 104100.
Stephenson, M.L. (2006) Travel and the ‘Freedom of Movement’: Racialised Encounters and Experiences Amongst Ethnic Minority Tourists in the EU. Mobilities, 1(2) 285–306.
This report studies the changes in travel behaviours and preferences among Asian tourists, particularly focusing on the effects of the COVID-19 pandemic and increased racial discrimination. Key findings suggest a significant preference for nature-based destinations and a conscientious approach to avoiding discrimination. The research emphasizes the need for the tourism industry to adapt to these changing dynamics to ensure a more resilient and inclusive recovery.
Key words: COVID-19, travel behaviour, Asian tourists, racial discrimination, tourism recovery
Following the COVID-19 outbreak, Asian travelers have changed their travel attitude and habits. The study explores the significant shifts in travel patterns among Asian tourists following the pandemic, with a change from traditional urban destinations to settings that offer natural environments and are perceived as less crowded (Kang & Zhu, 2020). This does not just represent a trend but rather a huge transformation that has come with the soaring health and safety concerns in the wake of the pandemic. Such demographics make up a substantial and critical economic contribution to the tourism square; thus, it comes with urgency for tourists destinations to realign their product offerings to which these changing preferences are responded to, for easier and smoother responsive adaptation to the global travel landscape (Kang & Zhu, 2020).
COVID-19 has brought devastated impact on global tourism, causing unprecedented declines in tourist arrivals and severe economic impacts on tourism-related businesses. Both small tourism business and large tourism cooperation have experienced cutbacks and severe economic losses. As this crisis is likely to affect tourism for a long time, it’s important for tourism management side to rethink how they can effectively promote tourists destinations and ensure safety to attract international travelers. This crisis has made health and safety the top priorities for tourists, changing what they expect and how they behave when it comes to travel.
Increased racial discrimination during the pandemic has significantly influenced the travel decisions of Asian tourists. Reports of racism, from inadequate service to outright verbal and physical abuse, have disproportionately affected this group, particularly targeting Chinese tourists (Li et al., 2020). Such negative discriminating experiences deeply influenced their travel decisions and made them look for destinations that were seen as safer and more inclusive. Inclusivity is an important aim for destination marketing and management in their fight against racism in the tourism sector.
In response to pandemic-induced challenges and experiences of racism, Asian tourists have adapted their travel behaviors. This includes preferences for short-haul destinations that are perceived to have fewer incidents of discrimination and higher commitment to health and safety standards. A huge leap toward more personalized types of accommodation, including boutique hotels, B&Bs, and Airbnb, over the traditional hotel chains. In this preference is the implication of needing environments that feel secure, a bit out of the way, and with less exposure in interactions that discriminate.
For the tourism industry to effectively cater to the revised needs of Asian tourists, a multi-faceted approach is essential. Firstly, enhancing cultural inclusivity within tourist destinations is paramount. This can be achieved through comprehensive anti-discrimination training for service providers and clear communication strategies that emphasize the safety and inclusivity of the destination. Furthermore, tourism operators should implement and rigorously enforce robust health and safety protocols to rebuild trust among travellers. Such measures are not only essential for attracting tourists in the post-pandemic landscape but also critical for ensuring their safety and satisfaction during their travels. Addressing these areas will be crucial for the tourism industry's recovery and growth, highlighting the need for a proactive approach to accommodate these global shifts in traveller behaviour (Stephenson, 2006).
The impact of COVID-19 and increased racial discrimination has deeply influenced the travel behaviours and preferences of Asian tourists, necessitating significant shifts in how destinations are chosen and travel is planned. By understanding these changes and proactively responding to them, the tourism industry can ensure a more resilient and inclusive recovery. Catering effectively to the needs and concerns of Asian tourists is not merely beneficial for economic recovery but also essential for fostering a more welcoming and safe global tourism environment.
Kang, L. and Zhu, K. (2020) An empirical analysis of changes in tourists’ behavioral intentions before and after the COVID-19 epidemic. Journal of Xiamen University of Technology, 28(2) 41–47.
Li, S., Li, G., Law, R. and Paradies, Y. (2020) Racism in tourism reviews. Tourism Management, 80(2020) 104100.
Stephenson, M.L. (2006) Travel and the ‘Freedom of Movement’: Racialised Encounters and Experiences Amongst Ethnic Minority Tourists in the EU. Mobilities, 1(2) 285–306.