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Analysis of Changes in Shopping Behaviour of Package Holidays Purchasers Caused by the COVID-19 Pandemic

Author

Listed:
  • Andrzej Dudek
  • Daria Jaremen
  • Izabela Michalska-Dudek
  • Marek Walesiak

Abstract

Purpose: The study aims to identify the direction of changes in shopping behaviour regarding package holidays caused by the COVID-19. Design/Methodology/Approach: The research on tourists purchasing travel packages during the COVID-19 was quantitative on a nationwide online panel of respondents (N=1502), characterized by a representative distribution for the general population of Poles. Using the contingency table and correspondence analysis, authors identify purchasing behaviour before and during the pandemic. Findings: The research results indicate significant changes in purchasing package holidays process caused by the COVID-19, particularly on the stage of travel planning (including the search for information and the pattern of closing the purchase of tourist packages)-the conducted analysis allowed to distinguish four segments of buyers during the pandemic and to create their profiles. Practical Implications: The knowledge of changes in travel packages purchasing behaviour is essential for travel agencies to design effective marketing strategies. Originality/Value: The originality and value of the research is based on three pillars: (1) timeliness and importance of the research problems for the travel agency sector, (2) lack of knowledge about the purchasing decision-making process during the pandemic threat, (3) the deficit of quantitative research on the role of online purchase channels versus the traditional ones in making these decisions.

Suggested Citation

  • Andrzej Dudek & Daria Jaremen & Izabela Michalska-Dudek & Marek Walesiak, 2021. "Analysis of Changes in Shopping Behaviour of Package Holidays Purchasers Caused by the COVID-19 Pandemic," European Research Studies Journal, European Research Studies Journal, vol. 0(Special 2), pages 691-707.
    • Handle: RePEc:ers:journl:v:xxiv:y:2021:i:special2-part1:p:691-707
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    References listed on IDEAS

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    More about this item

    Keywords

    Holiday package; tourist behaviour; tourist decision-making; ROPO; COVID-19 pandemic.;
    All these keywords.

    JEL classification:

    • D10 - Microeconomics - - Household Behavior - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Z31 - Other Special Topics - - Tourism Economics - - - Industry Studies

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