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Segmentation and travel trends of French tourists in COVID-19 times: The case of Costa Daurada (Catalunya, Spain)
Högskolan Dalarna, Institutionen för kultur och samhälle.
2021 (engelsk)Independent thesis Advanced level (degree of Master (One Year)), 10 poäng / 15 hpOppgave
Abstract [en]

The COVID-19 pandemic has had and is still having an impact on the tourism industry fromwhich destinations and business want to recover, especially those areas highly dependent onthis economic sector.The current thesis aims to determine the travel intentions of the French population to the regionof Costa Daurada in the summer season of 2021, considering their demographic characteristicsand their engagement with the expected global travel trends identified after the COVID-19outbreak, since it had an impact on travel behaviour around the globe.Using a quantitative approach, valid data from 398 French people were collected using anonline survey. Their travel intentions for the summer season 2021 regarding the Costa Dauradaand their engagement with the expected global travel trends identified after the COVID-19outbreak were analysed by developing t-tests, ANOVA tests and linear regression with SPSS.The results allowed identifying sociodemographic characteristics that relate to the intention totravel to Costa Daurada among the French population: age and a previous visit to thedestination. Age had a statistically significant positive weak relationship with the intention totravel to Costa Daurada in the upcoming summer season of 2021 and people who visitedpreviously the destination were more interested in going again. Also, it was found thatengagement with the expected travel trends had a statistically significant positive weakrelationship with the intention to travel to Costa Daurada in the upcoming summer season of2021. On one hand, engaging with eco-tourism was identified to have a statistically significantpositive weak relationship with the intention to travel to Costa Daurada in the upcomingsummer season of 2021 by itself. On the other hand, avoiding organized trips showed astatistically significant negative weak relationship with the intention to travel to Costa Dauradain the upcoming summer season of 2021 by itself.The findings could benefit destination and business marketers to adapt and promote thefacilities and activities that are more attractive to the French tourists that showed more interestin travelling to Costa Daurada. Business and policymakers from Costa Daurada could focus onthe target segments that can facilitate a recovery in the tourism industry, transforming theintention to travel there into real trips to the destination. Also, it broadens the previous researchon segmentation combined with tourists’ intention to travel after crises and disasters, buildingon the literature body that examines the travel trends that appeared with the COVID-19 andchecking if the main expected ones were also visible in the French market.

sted, utgiver, år, opplag, sider
2021.
Emneord [en]
Travel intention, Visitor segmentation, COVID-19, travel trends, French travellers.
HSV kategori
Identifikatorer
URN: urn:nbn:se:du-37714OAI: oai:DiVA.org:du-37714DiVA, id: diva2:1580091
Fag / kurs
Tourism Studies
Tilgjengelig fra: 2021-07-13 Laget: 2021-07-13

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