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The Age of Tomorrow: Exploring Risk-Taking Styles in Travel Across Generations

In: Contemporary Marketing Management for Tourism and Hospitality

Author

Listed:
  • Eleonora Pantano

    (University of Bristol)

  • Daniele Scarpi

    (University of Bologna)

  • Mengyun Hu

    (Newcastle University)

Abstract

The COVID-19 pandemic outbreak has impacted the tourism industry at the global level for years. The UNWTO (2020) reported that COVID-19 led to a fall of 180 million fewer international tourist arrivals and a US $195 billion loss in export revenues from international tourism between January and April 2020. In 2022, UNWTO (2022) revealed that international tourism remains far below pre-pandemic levels. The reason is that health risks are likely to remain in many travellers’ minds, leading to a persistent unwillingness to travel (Duro et al., 2021). Indeed, scholars in the tourism discipline agree that tourism decision-making in risky contexts remains important research (Kim et al., 2022; Sigala, 2020). For instance, Matiza (2020) highlighted that travellers’ behaviour associated with the COVID-19 pandemic crisis is an urgent discourse within contemporary tourism research. Along these lines, an in-depth understanding of travellers’ risk perceptions and risk-taking behaviour is essential for the tourism industry to adjust its market strategies to recover the tourism economy in the post-COVID-19 era.

Suggested Citation

  • Eleonora Pantano & Daniele Scarpi & Mengyun Hu, 2024. "The Age of Tomorrow: Exploring Risk-Taking Styles in Travel Across Generations," Springer Books, in: Nikolaos Stylos & Roya Rahimi & Peter Robinson (ed.), Contemporary Marketing Management for Tourism and Hospitality, chapter 8, pages 177-204, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-65049-9_8
    DOI: 10.1007/978-3-031-65049-9_8
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