Gabriel BRIDA, Grupo de Investigación en Dinámica Económica (GIDE) - Facultad de Ciencias Económicas y de Administración - Universidad de la República , Uruguay
Miriam SCAGLIONE, Institute Tourism University of Applied Sciences and Arts Western Switzerland Valais (HES-SO Valais-Wallis), Switzerland. Techno-Pôle 3- CH3969 Sierre Switzerland , Switzerland
Maria Nela SEIJAS, Grupo de Investigación en Dinámica Económica (GIDE) - Facultad de Ciencias Económicas y de Administración - Universidad de la República , Uruguay
Victoria MOGNI, Grupo de Investigación en Dinámica Económica (GIDE) - Facultad de Ciencias Económicas y de Administración - Universidad de la República , Uruguay
We discuss the impact of COVID-19 pandemic on sun & beach tourism in Uruguay by exploring the travel risk perceptions of domestic tourists and travel behavior. On the basis of a survey carried out at the beginning of summer holidays, the study reveals that the desire for a vacation of the respondents has remained, despite the pandemic. The sample of the study (n=369) were collected in the beginning of summer vacation in Uruguay, between December 2020 and January 2021. The study performs a cluster analysis, classifying tourists based on their perception of travel risk during a pandemic and its influence on changing their travel behavior. The study revealed four distinctive clusters, which will provide valuable insights into consumer behavior and reactions to a pandemic situation, and to different risk control measures. Research limitations/implications: The population of the study is composed by people who have done tourism or have been interested in doing tourism in Uruguay. The sample design does not allow for expansions to a broader set of people than those surveyed. Conclusions: We observe that, despite the fact that the vast majority have a high perception of the risk of COVID-19, there are differentiated behaviors of the respondents regarding the decisions to travel and the health measures to be taken. We have seen that depending on the characteristics (age, sex, educational level, etc.), people behave differently when faced with risk. Depending on these characteristics, we find groups more willing to take risks and accept to travel in times of pandemic, compared to others that are more moderate and thoughtful about taking risks to travel. Acceptance of sanitary control measures at the entrance of destinations also varies according to the groups. Based on the results, several implications can be provided for the tourism industry, in order to recover its activity once the threat of COVID-19 diminishes.
Mots clés : Cluster Analysis|sun & beach tourism|risk perception|COVID 19|destination management
A103776VM