Development Trends and Potential in the Field of Virtual Tourism after the COVID-19 Pandemic: Generation Z Example

Katarzyna Bilińska, Barbara Pabian, Aleksander Pabian () and Beata Reformat
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Katarzyna Bilińska: Department of Marketing Management and Tourism, University of Economics in Katowice, 40-287 Katowice, Poland
Barbara Pabian: Department of Marketing Management and Tourism, University of Economics in Katowice, 40-287 Katowice, Poland
Aleksander Pabian: Faculty of Management, Czestochowa University of Technology, 42-201 Czestochowa, Poland
Beata Reformat: Department of Marketing Management and Tourism, University of Economics in Katowice, 40-287 Katowice, Poland

Sustainability, 2023, vol. 15, issue 3, 1-13

Abstract: Until the outbreak of the COVID-19 pandemic, virtual tourism was not as popular as during its duration in 2021, when traveling in the real world was not possible due to social isolation and forced quarantine. In response to the lockdown and the lack of freedom of movement around the world, tourists decided to travel in cyberspace during the COVID-19 pandemic. In this way only, and without leaving home, could they visit tourist attractions, watch museum exhibitions, participate in various media events and take virtual walks. After the “unfreezing” of tourism, the time has now come to adapt tourism to the post-pandemic normality. The aim of the paper is to discover whether the new trend of online tourism that developed during the pandemic will stay with us forever and how it will evolve, especially for Generation Z, who are just entering the labor market but who, at the same time, will determine the future of tourism soon. The research results show that as the pandemic restrictions disappear, the need to experience various forms of tourism in places previously viewed in cyberspace (virtually), occurs among the representatives of Generation Z. Thus, virtual tourism is a form that precedes and complements a real journey. The qualitative method was chosen for the research conducted in Poland. The research was carried out in 2022. A total of 40 focus groups of 7 people each (N = 280) participated in the research. They consisted of Generation Z representatives born after 1995; the oldest of them will be 27 in 2022. In parallel, the method of in-depth individual interviews was used in the research. In order to reach the participants, a non-random sample was chosen using the “snowball” method. In total, 100 people took part in the in-depth individual interview. The two-track research allowed to obtain a total sample of N = 380.

Keywords: virtual tourism; Generation Z; new trends in tourism (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

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