Understanding the Factors Affecting Travel Avoidance behavior During the COVID-19 Pandemic: Findings From a Mixed Method Approach

Abstract

Pandemics are affecting tourism in many ways, and have had a major effect on international travel, the hospitality industry and tourism demand. Grounded in the protective action decision model and complexity theory, this study seeks to develop a model to explain the conditions that have led to travel avoidance in the UK in the context of the COVID-19 pandemic. To test our proposed model, we used a fuzzy-set qualitative comparative analysis of data gathered from 1,290 travelers, with semi-structured interviews conducted to confirm the configurations identified by the model. The findings indicate that effective pandemic information, effective risk communication, supplies, trust in government and trust in the media are necessary to combat travel avoidance, but the refutation of rumor and trust among traveler is not necessary to foster travel avoidance. Furthermore, qualitative follow-up interviews were conducted to obtain deeper insights into the discovered configurations and develop effective pathways to travel avoidance.