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ABSTRACT
The purpose of the study is to explore host attitudes towards tourism, which may have altered from what it had been, by the impact of the COVID-19. The study examines the possible altered nature of hospitableness, which would be relevant in the future opening of tourism destinations. The increased threats that tourism presents to the host community as a possible cause for the spread of epidemics and the impact of long-term social distancing are explored in the study. Hence, this study has investigated tourism attitudes from the host perspective. Positive and negative attitude to tourism, attitude towards the pandemic and future acceptance of the presence of tourists in their community were the variables measured in the study. The research was conducted among the residents of the city of Kottayam in Kerala, India. Considering the limitations imposed by COVID-19 restrictions, the survey was hosted online. The acceptance of tourists in close physical proximity was negatively perceived by the internal stakeholders. While there was a more positive attitude towards tourist presence in designated “tourist” spaces, there was lesser support of interaction in the more personally used “public” spaces. The role of personal benefits accruing from tourism as a moderating factor was also supported.
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No potential conflict of interest was reported by the author(s).
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Notes on contributors
Smitha Vasudevan
Smitha Vasudevan has more than two decades of industry experience and her research interests include digital media, brand management, destination management and consumer behaviour.
F. J. Peter Kumar
F. J. Peter Kumar has extensive academic experience and his research interests include financial management and marketing management.