Analysis of Tourist Market Structure and Its Driving Factors in Small Cities before and after COVID-19

Abstract

Based on the digital footprint data, exploring the differences in tourist market structure and driving factors before and after COVID-19 is important for identifying tourist market demand and optimizing tourism product supply in the post-pandemic era. Most of the existing studies have explored the impact of the pandemic on the tourist market in well-known or large cities and have provided suggestions for tourism recovery. However, these suggestions are not entirely applicable to smaller cities. Small cities have a single level of tourism product, high homogeneity of tourism resources, small tourist market scale, and high volatility of the tourism industry. Therefore, it is necessary to study the differences in the tourist market structure of small cities and its driving factors before and after the pandemic and to propose targeted measures for the tourism recovery in the post-pandemic period. This paper, taking small cities as the study area and using online travel diaries as the data source, analyzed the differences in the spatial and temporal structures of tourist markets and their driving factors in Dengfeng and Kaifeng, China, before and after the pandemic. Then, countermeasures for tourism industry recovery in the post-pandemic era were proposed. The results were as follows: the difference in the tourism off-peak season increased after the pandemic, and the concentration of tourist market spatial distribution in Dengfeng showed a decreasing trend while that in Kaifeng showed an increasing trend. In addition to region traffic, the driving effects of leisure time, climate comfort and residents’ income level weakened after the outbreak. Dengfeng and Kaifeng can enhance the tourist market tendency and attractiveness by creating special indoor tourism projects, strengthening tourism product promotion and marketing and enhancing the facilities related to self-driving tours.