Impact of the COVID-19 pandemic on travelers’ preference for crowded versus non-crowded options
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Date
2021
Journal Title
Journal ISSN
Volume Title
Publisher
Elservier
Abstract
Crowding is a critical determinant of consumers’ satisfaction with and preferences for different shopping and
travel situations. When considering a selection of travel and hospitality options, travelers are influenced by
perceived crowding. This research examined how the current health crisis (i.e., the COVID-19 pandemic) affects
travelers’ preferences for crowded and non-crowded options. Specifically, we predicted that travelers would have
a diminished preference for crowded (vs. non-crowded) travel and hospitality options when the ongoing
pandemic is salient. We demonstrated that the primary effect of the salience of the threat was persistent across
different travel categories and contexts. We also found that travelers with high levels of sensation seeking and a
high need for uniqueness show the opposite pattern, suggesting a possible recovery strategy from the pandemic.
Five experimental studies provide several theoretical and managerial implications for travel and hospitality
business marketers.
Description
Tourism Management 87 (2021)
Keywords
Crowding,COVID-19,Threat,Risk,Sensation seeking,Need for uniqueness