ABSTRACT

This research aims to examine consumers’ evaluation and expected behaviour changes that may arise in the wake of COVID-19 and to develop a market segmentation. Rooted in the prospect theory, after reviewing health crises, data were collected from a Spanish sample (n = 1,000) relating to changes in consumers’ evaluations of tourism products due to COVID-19 and their subsequent behavioural intentions. Findings indicate that conventional tourism may be undergoing a downturn as component of the leisure basket. Beyond a heterogeneous repercussion on tourism types and products, changes in relevance of purchase stages together with a reorganization of consumer planning are expected, with more local and individual holidays, more convenient dates, less use of vendors, more insurance contracting, and lower use of public transport and shared services. Moreover, the study provides evidence of the need of linking health risk and tourist behaviour as another behavioural segmentation base, identifying three different response behaviours. Finally, we outline improvements to hospitality and tourism management to face up to this situation.

摘要

这项研究旨在检查消费者的评价以及在COVID-19之后可能发生的预期行为变化，并开发市场细分。根植于前景理论，在审查了健康危机之后，从西班牙样本中收集了数据（n = 1,000）与因COVID-19引起的消费者对旅游产品评价的变化及其随后的行为意图有关。调查结果表明，传统旅游业可能正在经历作为休闲购物篮组成部分的低迷时期。除了对旅游类型和产品的异类影响之外，预计购买阶段的相关性会发生变化，并重新规划消费者计划，这将带来更多的本地和个人假期，更方便的日期，更少的卖方使用，更多的保险签约以及更低的使用公共交通和共享服务。此外，该研究提供了将健康风险与游客行为联系起来作为另一种行为细分基础的证据，从而确定了三种不同的响应行为。最后，