ORIGINAL RESEARCH TITLE
Pandemic and Beyond - Developing innovative approaches against COVID-19 for tourism sector using a Mean-End Chain theory approach
Project Description
This study utilized a Mean-End Chain approach and laddering technique of in-depth interviews to evaluate how COVID 19 has impacted individuals' motivations for travel. The findings showed the emotional and functional benefits of travel have become more diverse, with personal growth as a prominent ultimate value. The primary factors that affect destination selection and the ultimate purpose of travel remains largely unchanged. Learning and experience emerged as the two primary functional and emotional benefits, respectively. Interestingly, relaxation has become a less important factor, while the notion of sustainability has grown more significant as an emotional benefit of destination choice after the pandemic.
