How COVID-19 has changed tourists’ behaviour

Haiyan Song (), Cathy H. C. Hsu, Bing Pan and Yixin Liu
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Haiyan Song: The Hong Kong Polytechnic University
Cathy H. C. Hsu: The Hong Kong Polytechnic University
Bing Pan: Pennsylvania State University
Yixin Liu: Sun Yat-sen University

Nature Human Behaviour, 2025, vol. 9, issue 1, 43-52

Abstract: Abstract As one of the fastest-growing sectors in many economies, tourism plays a key role in shaping national economic conditions and growth. The coronavirus disease (COVID-19) pandemic has had profound impacts on tourist behaviour and psychology. Understanding tourists’ behavioural and psychological responses to the pandemic is crucial for tourism businesses to manage and sustain post-COVID-19 tourism recovery. To address whether and how the COVID-19 pandemic influenced tourists’ thoughts and behaviours and the extent to which these changes might persist, we provide a narrative Review of the research on tourist behaviours and the psychological impacts of the pandemic. This Review delves into three themes: tourists’ decision-making behaviour; the psychological impacts of the pandemic on tourists; and tourists’ responses to crisis communication strategies. We argue that crisis communication strategies across sectors, pandemic-induced uncertainties and risks and psychological impacts were the predominant influences on tourists’ travel decisions during the pandemic. We conclude by discussing which changes are likely to be sustained.

Date: 2025
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DOI: 10.1038/s41562-024-02037-w

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