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Development Trends and Potential in the Field of Virtual Tourism after the COVID-19 Pandemic: Generation Z Example

Author

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  • Katarzyna Bilińska

    (Department of Marketing Management and Tourism, University of Economics in Katowice, 40-287 Katowice, Poland)

  • Barbara Pabian

    (Department of Marketing Management and Tourism, University of Economics in Katowice, 40-287 Katowice, Poland)

  • Aleksander Pabian

    (Faculty of Management, Czestochowa University of Technology, 42-201 Czestochowa, Poland)

  • Beata Reformat

    (Department of Marketing Management and Tourism, University of Economics in Katowice, 40-287 Katowice, Poland)

Abstract

Until the outbreak of the COVID-19 pandemic, virtual tourism was not as popular as during its duration in 2021, when traveling in the real world was not possible due to social isolation and forced quarantine. In response to the lockdown and the lack of freedom of movement around the world, tourists decided to travel in cyberspace during the COVID-19 pandemic. In this way only, and without leaving home, could they visit tourist attractions, watch museum exhibitions, participate in various media events and take virtual walks. After the “unfreezing” of tourism, the time has now come to adapt tourism to the post-pandemic normality. The aim of the paper is to discover whether the new trend of online tourism that developed during the pandemic will stay with us forever and how it will evolve, especially for Generation Z, who are just entering the labor market but who, at the same time, will determine the future of tourism soon. The research results show that as the pandemic restrictions disappear, the need to experience various forms of tourism in places previously viewed in cyberspace (virtually), occurs among the representatives of Generation Z. Thus, virtual tourism is a form that precedes and complements a real journey. The qualitative method was chosen for the research conducted in Poland. The research was carried out in 2022. A total of 40 focus groups of 7 people each (N = 280) participated in the research. They consisted of Generation Z representatives born after 1995; the oldest of them will be 27 in 2022. In parallel, the method of in-depth individual interviews was used in the research. In order to reach the participants, a non-random sample was chosen using the “snowball” method. In total, 100 people took part in the in-depth individual interview. The two-track research allowed to obtain a total sample of N = 380.

Suggested Citation

  • Katarzyna Bilińska & Barbara Pabian & Aleksander Pabian & Beata Reformat, 2023. "Development Trends and Potential in the Field of Virtual Tourism after the COVID-19 Pandemic: Generation Z Example," Sustainability, MDPI, vol. 15(3), pages 1-13, January.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:3:p:1889-:d:1040458
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    References listed on IDEAS

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    1. Solnet, David & Robinson, Richard N.S. & Baum, Tom & Yan, Hongmin, 2022. "Tourism work, media & COVID-19: A changed narrative?," Annals of Tourism Research, Elsevier, vol. 97(C).
    2. Rita, Paulo & Moro, Sérgio & Cavalcanti, Gabriel, 2022. "The impact of COVID-19 on tourism: Analysis of online reviews in the airlines sector," Journal of Air Transport Management, Elsevier, vol. 104(C).
    3. Lin, Vera Shanshan & Qin, Yuan & Li, Gang & Jiang, Fan, 2022. "Multiple effects of “distance” on domestic tourism demand: A comparison before and after the emergence of COVID-19," Annals of Tourism Research, Elsevier, vol. 95(C).
    4. Talwar, Shalini & Kaur, Puneet & Escobar, Octavio & Lan, Sai, 2022. "Virtual reality tourism to satisfy wanderlust without wandering: An unconventional innovation to promote sustainability," Journal of Business Research, Elsevier, vol. 152(C), pages 128-143.
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    2. Stefano Duglio & Giulia Salotti & Giulia Mascadri, 2023. "Conditions for Operating in Marginal Mountain Areas: The Local Farmer’s Perspective," Societies, MDPI, vol. 13(5), pages 1-14, April.
    3. Mirela Mazilu & Amalia Niță & Ionuț-Adrian Drăguleasa & Oana Mititelu-Ionuș, 2023. "Fostering Urban Destination Prosperity through Post COVID-19 Sustainable Tourism in Craiova, Romania," Sustainability, MDPI, vol. 15(17), pages 1-27, August.
    4. Mihaela-Iuliana Desculțu Grigore & Amalia Niță & Ionuț-Adrian Drăguleasa & Mirela Mazilu, 2024. "Geotourism, a New Perspective of Post-COVID-19-Pandemic Relaunch through Travel Agencies—Case Study: Bucegi Natural Park, Romania," Sustainability, MDPI, vol. 16(3), pages 1-49, January.
    5. Stefano Duglio & Giulia Mascadri & Giulia Salotti, 2024. "Airbnb and Mountain Tourism Destinations: Evidence from an Inner Area in the Italian Alps," Sustainability, MDPI, vol. 16(13), pages 1-15, June.

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