Ceding to their fears: a taxonomic analysis of the heterogeneity in COVID-19 associated perceived risk and intended travel behaviour

ABSTRACT

Research into the impact of the COVID-19 pandemic on tourists’ psyche represents a new and growing discourse within contemporary tourism. This study established and segmented post-COVID-19 pandemic tourists based on three psychographic factors of perceived risk. Data were generated from a self-administered online survey of 323 respondents. Exploratory factor analysis identified a triad of perceived risk factors associated with the COVID-19 pandemic. Hierarchical cluster analysis supported a three cluster solution to comprise dogmatic, sceptical and apprehensive tourists, respectively. The findings show that there are discernable and statistically significant differences across the tourist typologies concerning the influence of media profile on tourist decision-making, the perceived safety of travel and tourism activities, and tourists’ behaviour (travel intentions) after the COVID-19 pandemic. Thus, implying that psychographic profiling will be critical in market segmentation and tourists’ targeting with post-crisis communication and marketing promotion in line with their predilections. As a primer to future COVID-19-related behavioural studies, this explorative research contributes critical data driven behavioural insights to enhance the extent of the tourism literature and support tourism practitioners’ tourism marketing decision-making.

KEYWORDS:

• COVID-19
• travel and tourism safety
• perceived risk
• post pandemic tourism

Disclaimer

This work is based on the research supported by the National Research Foundation (NRF). Any opinion, finding and conclusion or recommendation expressed in this material is that of the authors and the NRF does not accept any liability in this regard.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Tafadzwa Matiza

Tafadzwa Matiza (PhD) is a senior lecturer and researcher with the Tourism Research in Economic Environs and Society (TREES) Research Unit, North-West University. An emerging researcher in tourism research, he has over seven years teaching and research experience at university level and has authored and co-authored 19 published papers in peer- and non-peer-reviewed international journals. He has also presented papers at international conferences. His research interests are in nation branding – an evolving field in international and strategic marketing – particularly within the context of destination branding and marketing, tourism destination image evaluation and development.

Martinette Kruger

Martinette Kruger (PhD) is a professor in Tourism Management at the research unit, TREES (Tourism Research in Economic, Environs and Society) at the North-West University, South Africa. She is an established researcher according to the National Research Foundation (NRF) in South Africa, and in 2019 she obtained a C3 research rating. Undoubtedly, her contribution to the tourism and events industry research in South Africa is evident from long-term research projects with various major and small-scale festival and events, to solve industry-related challenges. To date, she has published over 100 articles, of which more than 60% are published in international peer-reviewed journals. Her research focus is firmly rooted in market segmentation which she applies to various tourism sectors, especially festivals and events.