What makes Indian domestic tourists crowd-friendly in the post-COVID-19 phase?

Abstract

Purpose This study aims to explore the good crowding effect among Indian domestic travellers during the COVID-19 pandemic in the context of the city destination. This study uses the framework of social motivation theory to achieve the objective. Design/methodology/approach This study adopted a qualitative research design by taking the case of Shimla, Himachal Pradesh. Using purposive sampling, semi-structured interviews were conducted with 37 respondents, and themes were drawn manually. Findings The analysis found four themes that create a good crowding effect among domestic tourists, namely, convenience and price; familiarity and place attachment; social affiliation; and safety. The themes indicated that despite the pandemic, and constant occurrences of new variants, Indian domestic tourists’ on-site attitude towards crowding was favourable. Research limitations/implications Firstly, the good crowding effect during the pandemic could have been better understood using empirical data. Secondly, the results cannot be generalized, specifically for developed economies. Practical implications This study offers practical implications to destination managers and local administrative bodies for whom achieving sustainability in urban tourism has always been concerning. These include developing infrastructural facilities, encouraging cultural activities in city centres and improving the perception of safety to sustain the good crowding effect. Social implications The affective dimension involved in making a travelling decision played a significant role in the post-pandemic phase. While suppliers needed survival, tourists needed social affiliation and escape from the mandated home isolation due to multiple phases of COVID-19 lockdown in India. This study adds value to society by emphasising that the need for social affiliation among travellers remains intact, and the tourism industry should embrace this transformation. Originality/value While most of the pandemic-related studies criticised crowd and tourists’ crowd averting behaviour, this study reported that the good crowding effect could also be an outcome owing to different factors. Therefore, this study offers distinctive nuance of tourists’ behaviour in the post-COVID-19 phase, allowing destination managers and tourism stakeholders to re-think their strategies.