Post-pandemic tourism resilience: changes in Italians’ travel behavior and the possible responses of tourist cities

Abstract

Purpose Since the outbreak of COVID-19 in early 2020, the travel sector has faced an intense challenge, making tourism one of the most affected sectors at the time of writing. Based on the results of a survey administered to a sample of 700 Italian tourists, this paper aims to acquire an empirical understanding of key challenges for the travel and tourism sector in the coming months and the possible responses of tourist cities. Design/methodology/approach To study tourism after the pandemic, OUT (University of Naples Tourism Research Center) has created an online survey to answer the following questions: What will tourism be like after the pandemic? What will the main changes in travel behaviors be? What role will new information technologies play in future tourism? Are there territorial differences based on the spread of the virus? Findings The pandemic has inevitably affected everyone’s tourist choices, regardless of how much their specific area of residence has been impacted by the virus. Consequently, it will significantly influence travelers’ experiences. The Italian tourists who were survey respondents are aware that physical distancing rules will probably remain in effect for an extended time and, therefore, they cannot imagine future tourism not conditioned by these measures. This does not mean that Italians will give up tourism in the short-medium term, however. Indeed, the research data highlight the resilient character of tourism in that it is transformed but does not cease to exist. Originality/value By studying the future through a sociological approach, it is possible to identify how the COVID-19 emergency will impact tourism and how both the form and social meaning of mobility will be conditioned. On the basis of the data, the analysis will be directed from the present to the post-pandemic horizon, hypothesizing possible scenarios for the future of tourism and providing some possible policy indications.