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Profiling and evaluating Chinese consumers regarding post-COVID-19 travel

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  • Xin (Cathy) Jin
  • Jigang Bao
  • Chuanzhong Tang

Abstract

The tourism industry, despite its vulnerability to external shock, is acknowledged for its ‘adaptiveness’ and ‘resilience’ to external pressures. Questions arise as to whether the industry can have a rapid recovery post the COVID-19 pandemic and if so, what factors may contribute to this rebound. Based on a nation-wide survey of 3388 samples, this study seeks an understanding of Chinese consumer travel psychology and behaviour post-Covid-19. The study confirms the existence of a sizable and stable segment of mainland Chinese tourists that is likely to be the market for a possible rebound in tourism post-COVID-19. This segment is demographically heterogeneous and geographically diverse but can be differentiated by household income and wealth structure. Research findings will benefit short, medium, to long-term marketing, strategic tourism development and investment planning, aid pricing policies and allocation of limited resources.

Suggested Citation

  • Xin (Cathy) Jin & Jigang Bao & Chuanzhong Tang, 2022. "Profiling and evaluating Chinese consumers regarding post-COVID-19 travel," Current Issues in Tourism, Taylor & Francis Journals, vol. 25(5), pages 745-763, March.
    • Handle: RePEc:taf:rcitxx:v:25:y:2022:i:5:p:745-763
    DOI: 10.1080/13683500.2021.1874313
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    Cited by:

    1. Zhang, Hanyuan & Qiu, Richard T.R. & Wen, Long & Song, Haiyan & Liu, Chang, 2023. "Has COVID-19 changed tourist destination choice?," Annals of Tourism Research, Elsevier, vol. 103(C).

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