Understanding Romanian Generational Preferences and Travel Decision-Making When Choosing a Rural Destination

Abstract

The COVID-19 pandemic has significantly altered consumer behavior and reshaped the tourism industry, particularly impacting travel destination choices. Pre-pandemic, travelers prioritized experiences and adventure, often overlooking health and safety concerns. However, during and after the pandemic, health, hygiene, and the COVID-19 situation emerged as crucial factors in choosing a rural destination, alongside economic considerations. The current study analyzed the tourists’ preferences in the North-West development region of Romania when choosing a rural destination. An online survey was conducted, and 563 questionnaires were validated in the end. The principal component analysis used to analyze the collected data led to a two-factor solution: “sanitary and administrative” and “economic and social”. Comparative analysis based on age showed significant differences in education, income, and family composition between Generation Y and Generation Z. Preferences for domestic destinations and participation in festivals were higher among Generation Z, while interest in international travel was comparable between the generations. These findings provide insights into the evolving travel behaviors and preferences of different age groups in the wake of the pandemic.