Tourism Agents in Greece Recovering from COVID-19

Abstract

AbstractThe COVID-19 pandemic profoundly affected the tourism sector which heavily relies on human interaction and movement. As travel resumes, travel companies have a chance to revamp and prepare for the future. The industry is experiencing a significant shift in consumer behavior and business practices, leading to new tourism trends. This study aims to examine the effects of the pandemic on tourism agents, their resilience and to explore emerging trends in the industry. Conducted through a quantitative research method, the study surveyed 132 travel agencies across Greece. Finings revealed that during the lockdown, respondents focused on planning for the post-COVID-19 era and invested in staff training and skill development to enhance business operations. Findings highlight the diverse perspectives of the agents, regarding their resilience, demonstrating a skepticism for the future of the business. The pandemic has resulted to changes in tourist behavior, such as a shift towards shorter trips and boutique tours, as well as an increased emphasis on hygiene measures. Understanding these shifts in behavior is crucial for the recovery of tourism businesses, as it enables them to tailor their services to meet client expectations and strive for long-term sustainability.