Gallego Inma, Font Xavier, González-Rodríguez M Rosario
University of Malaga, Spain.
University of Surrey, UK.
Tour Manag Perspect. 2022 Jan;41:100945. doi: 10.1016/j.tmp.2022.100945. Epub 2022 Feb 10.
We study how risk conditions derived from the COVID-19 pandemic may impact on both the desire to travel and intention to visit of tourists and, therefore, on different stages of the destination choice process. We analyse 5134 million flight searches and 379 million flight picks during 2020 for the 17 largest European tourism source markets. An unweighted index number is employed to measure the average variation for searches and picks, for the year 2020, in relation to the reference base period (year 2019). This is done for air travel in general and to Spain specifically. The study then proceeds to conduct an analysis of 17 international travel destinations that are in the evoked sets of the two largest outbound markets in Europe (Germany and UK). We also identify which markets are most favourable to Spain. The research design can inform cost-efficient marketing decisions in a situation of high uncertainty.
我们研究了源自新冠疫情的风险状况如何影响游客的出行意愿和到访意愿，进而影响目的地选择过程的不同阶段。我们分析了2020年欧洲17个最大旅游客源市场的5.134亿次航班搜索和3.79亿次航班预订。采用未加权指数来衡量2020年搜索和预订相对于参考基期（2019年）的平均变化。这是针对一般航空旅行以及专门针对西班牙的航空旅行进行的。该研究接着对欧洲两个最大出境市场（德国和英国）唤起集合中的17个国际旅游目的地进行分析。我们还确定了哪些市场对西班牙最为有利。该研究设计能够为高度不确定情况下具有成本效益的营销决策提供依据。
