Original Scientific Article
Exploring Travel Behaviour Post-COVID-19:
Towards a More Responsible Tourism
Rehab El Gamil
Alexandria University, Egypt
rehab.elgamil@alexu.edu.eg
Worldwide, the covid-19 pandemic has affected the economy and seriously hit the
travel and tourism industry. This will certainly impact destination image and travel
behaviour in the future. This study aims to explore the changes in travel behaviour
post-covid-19. Specifically, it seeks to examine to what extent these changes could
lead to responsible tourism post-covid-19. Primary data was collected from 400
respondents through an online questionnaire and exploratory factor analysis was
conducted. The study findings showed that many changes in travel behaviour will
emerge following the covid-19 pandemic. This will accelerate the shift towards
more responsible travel. Moreover, the exploratory factor analysis revealed that re-
sponsible travellers post-covid-19 will be determined by three main factors: travel
preferences, health and hygiene considerations, and destination choices. Thus, the
study concluded that the responsible traveller post-covid-19 is the person whose
travel behaviour, preferences, and choices will minimize the risk of spreading the
pandemic before, during, and after the travel. This study ends with important im-
plications for urgent cooperation between all tourism stakeholders such as dmos,
service providers, and health authorities in tourism destinations.
Keywords: covid-19 pandemic, travel behaviour, preferences, responsible traveller,
exploratory factor analysis
https://doi.org/10.26493/2335-4194.15.203-216
Introduction
At the beginning of the year 2020, the world wit-
nessed an exceptional moment when who declared
the new pandemic, namely ‘the novel Coronavirus dis-
ease 2019’ as a global public health emergency (Wu et
al., 2020). On February 11, 2020, China accounted for
42,708 coronavirus cases. Accordingly, many coun-
tries imposed travel bans to reduce the movement of
people, especially from the most affected areas. In this
context, Polyzos et al. (2020) stated that the covid-
19 outbreak altered all the growth predictions of the
tourism sector as the pandemic hit the global econ-
omy aggressively.
unwto (2020a) predicted that tourist activities
would decline by 20–30 and this would reduce in-
ternational tourism receipts by about 300–450 usd
billion. Furthermore, unwto (n.d.) declared that the
impact of covid-19 on the tourism sector would be
more threatening than the financial crisis of 2008 and
the sars epidemic, and that it will affect negatively
tourism growth for the upcoming seven years. Addi-
tionally, both short and long-term changes in travel
behaviour could emerge (Papagiannakis et al., 2018).
Quite recently, many studies have focused on the
negative impacts of the covid-19 pandemic on the
tourism sector (Sharma & Nicolau, 2020; Sigala, 2020;
Uğur & Akbıyık, 2020), recovery strategies for the
tourism sector post covid-19 (Prayag, 2020; Yeh,
2020), and covid-19 pandemic and travel risk per-
ception (Matiza, 2020; Neuburger & Egger, 2020; Sán-
Academica Turistica, Year 15, No. 2, August 2022 | 203
Rehab El Gamil Exploring Travel Behaviour Post-COVID-19
chez-Cañizares et al., 2020). However, only a few stud-
ies have addressed the changes in travel behaviour and
preferences post-covid-19 (Ivanova et al., 2021; Mol-
loy et al., 2021; Sinha&Nair, 2020). In fact, the tourism
industry has not experienced a global crisis such as
covid-19 so the findings of the previous studies may
be limited and not applicable (Abdullah et al., 2020).
Moreover, there is no previous study that clarified how
the changes in travel behaviour and tourism demand
post-covid-19 may lead to the emergence of a new
concept of responsible tourism.
This study will contribute by highlighting the im-
portance of exploring the new trends and changes
in travel behaviour post-covid-19. Accordingly, the
study will focus on how these changes may lead to the
emergence of a new concept of responsible tourism
which will depend mainly on health and hygiene con-
siderations. Furthermore, this study will contribute
to defining the concept of the responsible traveller
post-covid-19. This could help the destinations,mar-
keters, and service providers to a better understand-
ing of the new trends and changes in tourism demand
post-covid-19 and accordingly to design a suitable
tourism product.
Thus, the purpose of this study is to fill the gap in
knowledge related to the changes in travel behaviour
post-covid-19 and illustrate themost significant trav-
el trends that will dominate the tourismmarket in the
upcoming years. Specifically, this study aims to exam-
ine to what extent this travel behaviour will be respon-
sible and how covid-19 adds another dimension to
the concept of responsible tourism in terms of sani-
tary and hygiene considerations. Consequently, the re-
search questions can be summarized as follows:
1. What are the potential changes/shifts in travel be-
haviour that could emerge post-covid-19?
2. To what extent post-covid-19 travellers will act
responsibly?
Literature Review
Post-covid-19 Tourists’ Behaviour
The tourism sector has been recognized for a long
time as a sector vulnerable to any disasters or risks,
especially health and safety crises (Estevão and Costa,
2020). Concerning the current context of the covid-
19 pandemic, it is expected that several changes will
occur in tourism demand and travel behaviour.
In fact, tourist behaviour is a result of interaction
between internal elements (attitudes, motivations, be-
liefs) and external elements (economic, social, and
cultural settings) (Andrades et al., 2015). The external
factors are often responsible for the changes in tourists’
decisions and perceptions (Chebli and Said, 2020).
However, Sinha and Nair (2020) emphasized that ev-
ery unexpected outbreak leaves behind a shift, which
may be oriented toward the visitor, the destination, or
even the behaviour. Accordingly, studying tourists’ be-
haviour is a very important issue to improve tourism
businesses and understand tourists’ choices and pref-
erences in the future (Quilty et al., 2020).
In the context of unexpected crises, the decisions of
travellers and their choices are influenced by their per-
ceptions of the safety and security of the tourism des-
tination (Taylor & Toohey, 2007). After such shocks
and challenges, the tourism sector has to recover and
understand the travellers’ new behaviour (Mair et al.,
2016; Chebli & Said, 2020). However, travel behaviour
is very difficult to predict, particularly following any
crisis (Vo Thanh, 2006). Besides, the change in travel
behaviour is a long process and travellers change their
preferences gradually (Hagoort, 2020).
As noted by Haque (2020), travel behaviour after
any crisis will pass through three main stages: panic,
adapt, and new normal. From this perspective, An-
dreini and Mangiò (2020) highlighted that, accord-
ing to the theory of travel planning, the changes can
emerge in the travel planning process during three
stages (pre-trip, during the trip, and post-trip).
Previously, the tourism sector has experienced var-
ious crises such as terrorist attacks, natural disasters,
health crises, and financial crises. These crises directly
affected the tourist demand in many destinations in
the short and long term (Polyzos et al., 2020). In this
regard, Reichel et al. (2007)mentioned that such crises
lead to an obvious shift in the tourist demand and
consequently affect travel behaviour and destination
choices. Similarly, Novelli et al. (2018) explained that
managing the tourism industry during and after pan-
demic crises is a hardmission, particularly for the gov-
204 | Academica Turistica, Year 15, No. 2, August 2022
Rehab El Gamil Exploring Travel Behaviour Post-COVID-19
ernments, which should adopt recovery strategies and
explore the changes in travel behaviour and prefer-
ences.
Since the spread of the covid-19 pandemic, the
number of air passengers has dropped by 93 (Göss-
ling et al., 2020). Accordingly, some travellers can-
celled their travel plans for the rest of 2020 while oth-
ers are still searching for low prices and willing to
travel (Wachyuni & Kusumaningrum, 2020). Travel
became a dream between fears and hopes and will
probably be more difficult post-covid-19 (Foreign
& Commonwealth Office, Department for Transport,
The Rt Hon Dominic Raab mp, The Rt Hon Grant
Shapps mp, 2020). In this respect, Han et al. (2020)
mentioned that globally, the travel behaviour of in-
ternational travellers post-covid-19 remains unclear
mainly due to the uncertainty in the tourism market.
Indeed, covid-19 has posed many challenges for
destination marketing organizations (dmos) since
they have to study themarket carefully post-pandemic.
Recently, covid-19 has influenced travel behaviour
and tourist decisions and it is expected that new pat-
terns of tourists will emerge. Unexpectedly, travellers
have found themselves confronted with internal re-
strictions such as economic and health barriers, and
external restrictions such as travel bans and closed
borders (Gössling et al., 2020; De Vos, 2020). Hence,
travellers have been forced to change their behaviour
to adapt to the new normal (De Vos, 2020). Parallel to
the previous arguments, some studies (Shamshiripour
et al., 2020; Molloy et al., 2021; Sinha & Nair, 2020)
noted that the impacts of covid-19will cause changes
in various aspects such as travel plans, destination
choice, and tourist preferences. The next section will
address how covid-19 affects travel behaviour and
how this could lead to more responsible tourism.
Destination Choice
Destination choice is a negotiation process conducted
between destination characteristics and tourist at-
tributes (Ankomah et al., 1996). Commonly, three el-
ements affect tourists while making their travel de-
cisions and choosing destinations: firstly, their social
and psychological attributes; secondly, their percep-
tions of travel risk; and thirdly, attributes of the desti-
nations including the risk elements which are associ-
ated with these destinations (Perpiña et al., 2020).
Furthermore, destination choice is a filtration pro-
cess that eases the decision-making through group-
ing alternative destinations (Karl et al., 2015) based on
the tourist’s desire to visit a destination and the pos-
sibility of taking a holiday in this destination (Karl et
al., 2020). Risk perception is a key factor that affects
the intentions and choices of tourists to travel (Bae &
Chang, 2020). Therefore, destinations with high risk
will be unattractive and also impossible to visit (Karl et
al., 2020). The decisions of travellers and their choices
are influenced by their perceptions of the safety and
security of the tourism destination (Taylor & Toohey,
2007).
In general, several studies (Bae & Chang, 2020;
Kock et al., 2020; Neuburger & Egger, 2020; Wang
et al., 2020) mentioned that fears about covid-19
will impact travel decisions for the next six months.
According to h2r Market Research (2020), most of
the respondents (more than 50) stated that they do
not have the intention to visit destinations with high
cases of covid-19 infections. Additionally, Wilson
and Chen (2020) stated that tourism and travel will
witness two phases of changes: short-term trends that
will control the market for more than two years, and
long-term which will be hard to predict.
In this light, tourist demand will experience a no-
ticeable shift from visiting large and crowded cities
and tourism hot spots to small cities, and less popu-
lated and remote destinations (Chebli & Said, 2020).
Tourist behaviour while choosing a destination will be
affected by distance (Yang et al., 2018). Thus, Bratić
et al. (2021) highlighted that due to the covid-19
pandemic, tourists will replace their international va-
cations with safer domestic ones. It is obvious that
domestic tourism will be the first choice for many
tourists after the pandemic, at least in the upcoming
six months (Li et al., 2020; Wachyuni & Kusuman-
ingrum, 2020). Similarly, during the 2003 sars out-
break, tourist demand increased for nature-based des-
tinations and countryside accommodation (Han et al.,
2020).
It is evidently clear that health and hygiene issues
become an important factor while tourists are choos-
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Rehab El Gamil Exploring Travel Behaviour Post-COVID-19
ing their destinations in the pandemic era (Wachyuni
& Kusumaningrum, 2020) Also, the number of in-
fected cases in the host destinations is considered a
key determinant in tourists’ choices. This may affect
tourists’ intentions toward the host destination (Li et
al., 2021). Therefore, a consistent health system in the
host destinationwill be an important aspect of tourists’
decisions.
From the previous arguments, it can be noted that
the tourist post-covid-19 will be more responsible in
terms of destination choice. They will avoid choosing
destinations with a high number of infected cases, and
choose to travel domestically in remote and small des-
tinations which could reduce the risk of spreading the
virus and protect themselves and others.
Tourist Preferences
Due to the continuous risk of infection and the restric-
tions of covid-19, which are imposed by many des-
tinations, choices have become very limited. Tourists
will certainly change their preferences and attitudes to
travel (Jamal & Budke, 2020). So, meeting the demand
of this new tourist is the only choice.
As mentioned above, tourists will prefer to choose
domestic destinations; in this regard, the study of the
Family Travel Association (n.d.) expected an evident
increase in road trips between cities as a suitable al-
ternative to travel by plane. This reflects that two
emerging trends may dominate travel post-covid-
19. Firstly, the increasing demand for traveling by pri-
vate cars and vehicles as travellers will feel safer and
will avoid public transportation (Sadique et al., 2007;
De Vos, 2020; Wilson & Chen, 2020). Secondly, the
increasing demand for family leisure travel for short
vacations as travellers will choose to travel in small
groups (family members, relatives, or close friends) to
avoid contact with unknown groups (Wilson & Chen,
2020). Similarly, Sadique et al. (2007) explained that
older people in Asian and European destinations have
adopted this behaviour during times of sars and in-
fluenza.
Regarding bookings and travel insurance, trav-
ellers will look for more flexible bookings. During the
spread of the covid-19 pandemic, many travellers
were disappointed as they bought non-refundable
tickets (Chebli & Said, 2020). As a result, many travel
agencies will change their policies to encourage people
to travel, for example, adopting a last-minute cancela-
tion’ policy. Actually, numerous insurance companies
have started to improve their policies to be more flex-
ible and to offer various options to travellers (Uğur &
Akbıyık, 2020).
In terms of accommodation preferences post-co-
vid-19, Wilson and Chen (2020) expect that guests
will be concernedwith sanitation and cleanliness prac-
tices. Consequently, booking of private accommoda-
tions such as apartments, campsites, and cabins will
increase while the bookings of hotels and resorts may
decrease. The new tourists will also choose luxury ho-
tels where they can trust in the applied sanitization
measures. In this context, unwto (n.d.) predicted
that many travellers will choose to spend their hol-
idays close to their homes. Thus, staycation tourism
will be more suitable for short vacations.
With respect to tourist activities, it is expected that
travellers will prefer outdoor and recreational activ-
ities such as cycling, yoga, and walking tours. The
recreational destinations and open areas such as parks
may create positive experiences post-covid-19 (De
Vos, 2020; Singh et al., 2020). Travelers will prefer
more ecotourism and green tourism and will support
responsible travel (Chebli & Said, 2020). On the other
hand, travellers will depend more on online purchas-
ing to book all tourism services and products (Martin
et al., 2013). As predicted by Shi et al. (2019) and De
Vos (2020), the pandemic and its measures will lead to
an increase in the online shopping rate and this may
affect shopping trips, which will decrease.
From the previous arguments, it is obvious that
there is a significant shift and change in tourist pref-
erences post-covid-19. Most of them are linked to
health and safety measures to decrease their risk of
exposure to the coronavirus. This reflects that post-
covid-19 travellers will be more responsible for their
safety and will adopt responsible behaviour towards
travel and destinations.
Responsible Travel in the Post-COVID-19 Era
The rapid changes in the travel and tourism indus-
try following the covid-19 pandemic raised an ur-
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Rehab El Gamil Exploring Travel Behaviour Post-COVID-19
gent call for more responsible travel. Therefore, the
concept of responsibility has become a key approach
for the recovery of the tourism sector.
Responsible tourism is a form of tourism that aims
to reduce the negative impacts of tourism on the com-
munity and the environment.Hence, responsible tour-
ism is aligned with sustainability’s objectives (Good-
win & Francis, 2003; Cheng & Wu, 2015). In this con-
text, Kim et al. (2017) noted that responsible tourism
is a promising market as the consumers are charac-
terized by ethical consumption and responsible be-
haviour towards destinations. As mentioned in Lexico
(‘Responsibility,’ n.d.) the concept of responsibility in-
cludes two aspects, individual behaviour and ethical
aspects.
It has been widely recognized that tourism based
on ethical actions supports the idea of responsible
travel (Tribe, 2002; Fennell & Malloy, 2007; Kim et
al., 2017). Indeed, responsible travel includes visiting
natural sites, social responsibility, protecting the envi-
ronment, and supporting the local community (Honey
& Stewart, 2002).
Previously, the travel sector was dominated by the
insistent drive for profits and growth (Jover & Diaz-
Parra, 2020). In a simple sense, over-tourism was a re-
markable phenomenon that threatenedmany destina-
tions before the covid-19 crisis (Higgins-Desbiolles,
2020). Within this context, the covid-19 crisis has
pointed out the need for sustainability and responsibil-
ity in managing economic activities (unwto, 2020b).
One of the most important aspects of responsible
travel is to collect information about the host desti-
nation and understand the risks carefully (Jamal &
Budke, 2020). Due to the pandemic, tourism destina-
tions imposed some ethical values and legal measures
for travellers to follow before and during their trips, in
order to respect the places they visit. These measures
are mostly related to safety and health concerns, for
example, passing a coronavirus test, wearing a face-
mask, and practising social distancing.
unwto (2020b) confirmed that well-planned and
managed tourism could responsibly contribute to the
improvement of the health and well-being of trav-
ellers, the local community, and service. In response to
the pandemic risk, unwto started to guide the travel
and tourism sector tomitigate the impacts of this crisis
by collaborating with the World Health Organization
to emphasize that the tourism industry is coping with
the new normal in a responsible way. For instance, a
hashtag was launched for all travellers – ‘Stay home
today, #traveltomorrow.’ It was one of the most influ-
ential calls from unwto to increase travellers’ aware-
ness, solidarity, and responsibility to slow down the
spreading of the virus. Beyond the economic losses of
the tourism sector, unwto (2020b) highlighted the
importance of putting people first. Furthermore, it re-
ported that the destinations and tourists should share
the responsibility.
The negative impacts of the covid-19 pandemic
on the global economy, especially the travel and tour-
ism sector, led many destinations around the world
to reopen their borders to save their economies. Al-
though unwto called for more responsibility while
reopening the tourism industry, it failed to define
clearly the concept of responsible tourism in the con-
text of covid-19 recovery strategies (Tremblay-Huet
& Lapointe, 2021). Undoubtedly, this responsibility
should be a long-term approach for all service provid-
ers, local communities, and travellers as well, to reduce
the spread of the virus and manage the contamination
(Jamal & Budke, 2020).
Interestingly, the covid-19 pandemic crisis is con-
sidered an exceptional opportunity to rearrange and
readjust the tourism sector towards a new path for
a better future. This means that the responsible ap-
proach is an essential requirement to reorient tourism
to the public benefit (Higgins-Desbiolles, 2020). Ad-
ditionally, Tremblay-Huet and Lapointe (2021) under-
scored that through the choices of responsible tourists,
the impacts can be mitigated. Thus, tourists have a re-
sponsibility to follow the measures imposed by who
and their national authorities to minimize transmis-
sion during and after their trip.
Methodology
Sampling Technique
A convenience sampling technique was used to col-
lect the study data. It is a time-saving technique and
allows the researcher to reach a huge number of re-
spondents regardless of their geographic location. In
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Rehab El Gamil Exploring Travel Behaviour Post-COVID-19
addition, the participants are free to complete the sur-
vey questionnaire at any time (An et al., 2019). The
data of this study were collected from a total of 400
participants through an online questionnaire. Of the
sample, 56 were females, 45.25 aged between 31–40
years old, 49 were single, 52 had a Bachelor degree
and 43 of the respondents originated from the Mid-
dle East.
Data Collection
A quantitative approach was used in this research to
collect data, as it is the most appropriate approach for
the research subject. A questionnaire was conducted
to realize the study’s objectives and to answer the re-
search questions. The questionnaire was shared on-
line through social media (Facebook, WhatsApp) and
some pages for travel bloggers and travel groups in or-
der to reach a greater geographical and demographic
sample. 420 questionnaires were received online in
one month starting from 5th of May till 5th of June
2020. Twenty questionnaires were excluded due to in-
complete responses so that 400 valid questionnaires
were retained for data analysis.
Questionnaire Design
The questionnaire was written in English and trans-
lated to Arabic to increase the sample size and the rate
of participation. The measurement items (34 items)
were developed based on the existing measurement
scales from the literature and previous studies but
adapted to the current situation of the covid-19 pan-
demic. Additionally, the questionnaire was anony-
mous and participation was voluntary.
The questionnaire was divided into three main
sections to explore the expected changes and shifts
in tourist behaviour post-covid-19. In addition, it
aims to investigate whether these changes will lead
tourists toward responsible behaviour. The first sec-
tion describes the socio-demographic characteristics
of the respondents (e.g. gender, age, nationality, mari-
tal status, educational level, and job). The second sec-
tion consists of six questions that explore the respon-
dents’ travel plans and destination choices following
the covid-19 pandemic. The third section includes
34 statements that highlight the tourists’ behaviour
and preferences post-covid-19 and their trend to-
ward responsible travel post-covid-19.
Data Analysis
Descriptive statistics such as frequencies and percent-
ages were used to describe the respondents’ socio-
demographic characteristics and their travel plans
and destination choices post-covid-19. A Likert scale
consisting of a five-point scale from one (strongly dis-
agree) to five (strongly agree) was used and the im-
portance of each statement for the travellers was de-
termined by the value of its mean and standard devi-
ation. Furthermore, exploratory factor analysis based
on the principal component method was conducted
to explore the factors determining responsible travel
behaviour post-covid-19. Accordingly, only the fac-
tors with an Eigenvalue greater or equal to one were
considered essential (Luo & Deng, 2008).
Results and Discussion
Travel Plans and Destination Choice
Table 1 showed that most of the respondents (73)
used to travel between one to three times per year;
86.25 of them had a travel plan before the covid-
19 pandemic. Also, the results showed that 47.25 of
Table 1 Respondents’ Travel Plan
Variables n 
Number of travels
abroad per year
– times  .
– times  .
More than  times  .
Having a travel plan
this year before
covid- crisis
Yes  .
No  .
Concerning the
respondent’s plan
after covid-
crisis
I cancelled it  .
I postponed it  .
I will decide after the
travel bans are lifted
 .
Planning to travel
after the cancel. of
covid- meas.
Yes  .
No  .
I am not sure  .
Notes N = 400.
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Rehab El Gamil Exploring Travel Behaviour Post-COVID-19
Table 2 Post covid-19 Pandemic Destination Choice
Regions Safest regions Risky regions
n  n 
African countries  .  .
European countries  .  .
usa  .  .
Asian countries  .  .
Middle East  .  .
Australia and New Zealand  .  .
Oceania and Pacific Islands  .  .
Total  .  .
the respondents will decide about their travel plans af-
ter the travel bans are lifted and 55.5 of them have a
plan to travel after the cancellation of covid-19 out-
break measures. This result is supported byWachyuni
and Kusumaningrum (2020) who highlighted that the
traveller’s attitude to travel post-covid-19 is positive
and many of them have a plan after the travel bans
are lifted. Overall, Assaf and Scuderi (2020) expected
that the tourism industry will start again one year later
after the covid-19 pandemic, whereas Ivanova et al.
(2021) explored the future behaviour of Bulgarian trav-
ellers and found that most of them have the inten-
tion to travel inside the region within two months.
These results emphasize the importance of studying
the market’s needs and tourists’ preferences post-co-
vid-19.
Concerning destination choice and tourist risk per-
ception post-covid-19, Table 2 showed that 32.5,
25.5, and 21.2 of the respondents considered Aus-
tralia and New Zealand, African countries, Oceania,
and the Pacific Islands, respectively, as the safest des-
tinations to travel post-pandemic.
However, 42.5, 22.2, and 14.2 of the respon-
dents considered the usa, European countries, and
Asian countries respectively as the riskiest destina-
tions to travel to post-covid-19. This is clear evidence
that the covid-19 pandemic plays a significant role in
various aspects of life and dominates where and how
people spend their vacations (Bratić et al., 2021). These
results are in accordance with Sönmez and Graefe
(1998) who discussed that the tourist could change
his travel plan to avoid risky destinations and look
for safer alternatives. Likewise, this certainly fits with
Cahyanto et al. (2016), who mentioned that there is
an evident relationship between travel behaviour and
risk perception. Also, in the same study, he stated that
tourists choose their destinations according to the re-
ported cases and infection rate. In this respect, Chew
and Jahari (2014) clarified that the risks which are re-
lated to health, for example viral infection, could affect
destination choice and tourism providers.
Tourist Behaviour and Preferences Post-COVID-19
A list of 34 statements related to the travellers’ be-
haviour and preferences post-covid-19 was provided
to respondents. They were asked to indicate the im-
portance of each statement, ranging from one to five
(strongly disagree to strongly agree). The mean and
standard deviations of the statements are shown in Ta-
ble 3. The five top-ranked features are (with means):
I now will not trust staying in rented apartments,
Airbnb and hostels (4.19); I will prefer travelling by
car, train or bus to travelling by plane (4.18); I will pre-
fer booking with free cancellation (4.16); I will respect
the social distancing in all places and while dealing
with people (4.14); and I will accept passing a coron-
avirus test as a requirement to travel to some countries
(3.98) (Table 3).
Exploratory Factor Analysis
Exploratory factor analysis was performed on the 34
statements to reveal any underlying patterns of re-
sponses. After factor loading, only 18 of 34 statements
were retained and considered as essential due to their
eigenvalue which was greater or equal to one (Luo &
Deng, 2008). With a kmo value of 0.9448, the study
sample showed good adequacy and reliability, as Hair
et al. (2010) noted that a Kaiser-Meyer-Olkin (kmo)
value greater than 0.6 indicates sampling adequacy.
The final analysis revealed three-factor solutions
with a total variation of 71.78 . These factor-solutions
include tourist preferences, health and hygiene con-
siderations, and destination choice. Table 4 showed
the percentage of variance explained by each factor,
in which Eigenvalues are greater than or equal to
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Rehab El Gamil Exploring Travel Behaviour Post-COVID-19
Table 3 Travellers’ Behaviour and Preferences Post-covid-19
Statements Mean sd
I will prefer to travel solo . .
I will avoid travel with unknown groups of people . .
I will start to travel inside my home country (domestic travel) . .
In the case of feeling ill, I will avoid interaction with my family and friends for a while . .
I will start travelling by visiting my friends, family, and relatives in other cities . .
I tend to choose destinations depending on their natural and rural tourism-based activities rather than
urban/mass destinations
. .
There are some countries and regions that are very risky and I don’t wish to visit them now . .
I will choose to travel to small cities rather than large cities and capitals . .
I will follow the social rules that apply at the places I visit . .
I will prefer environmentally friendly tours . .
I will give more attention to the reviews about the accommodation cleanness . .
I will prefer booking with free cancellation . .
I will seek comfort and hygiene rather than luxury in the accommodation . .
I will seek day trips and overnights as a short vacation . .
I will look for lower airfares and emptier planes . .
I will look for booking a flight ticket with more flexibility . .
I will book online all the attractions, activities and my tickets for internal tours to avoid waiting in queues . .
I will check and read carefully all the items covered by travel insurance to ensure that I will receive reim-
bursement during any travel ban
. .
I will accept passing the coronavirus test as a requirement to travel to some countries . .
I will avoid eating street food during my trip . .
I will reduce dining out and I will prefer to order take away meals . .
I now will not trust staying in rented apartments, Airbnb, and hostels . .
I will give more time to free walking tours . .
I will prefer a different form of tourism, more respectful of the visited communities and nature . .
I will prefer to visit natural sites such as parks and beaches more than closed historical places . .
I believe my way of shopping will fundamentally change . .
I will respect social distancing in all places and while dealing with people . .
I will go out with my mask, gloves, and sanitizer . .
I will use mobile payment options more . .
I will write reviews about the hygiene and sanitation measures related to all the places I visited . .
Continued on the next page
one. With a total variance of 71.78, factor one is ex-
plained by 38.68, so this factor is the most signifi-
cant determinant of responsible travel behaviour post-
covid-19. This factor (factor 1) is named tourists’
preferences and it includes 11 items and comprises
the tourists’ preferences, such as: flight booking, travel
insurance, type of accommodation, means of trans-
portation, booking attractions, and activities, and fol-
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Table 3 Continued from the previous page
Statements Mean sd
I will write reviews about the hygiene and sanitation measures in the visited destination . .
I will send reviews about the management of the covid- crisis in the visited destination . .
I will continuously check my health status . .
I will prefer travelling by car, train or bus to travelling by plane . .
Table 4 Factor Analysis of Responsible Traveller Behaviour Post-covid-19
Statements Factor  Factor  Factor  Com.
I will prefer booking with free cancellation . .
I will look for booking a flight ticket with more flexibility . .
I now will not trust staying in rented apartments, Airbnb, and hostels . .
I will check and read carefully all the items covered by travel insurance to ensure that
I will receive reimbursement during any travel ban
. .
I will give more attention to the reviews about the accommodation’s cleanness . .
I will prefer travelling by car, train or bus to travelling by plane . .
I will seek comfort and hygiene rather than luxury in the accommodation . .
I will respect social distancing in all places and while dealing with people . .
I will look for lower airfares and emptier planes . .
I will accept passing the coronavirus test as a requirement to travel to some countries . .
I will book online all the attractions, activities and my tickets for internal tours to
avoid waiting in queues
. .
I will write reviews about the hygiene and sanitation measures related to all the places
I visited (including hotels, restaurants, tourism sites)
. .
I will write reviews about the hygiene and sanitation measures in the visited destination. . .
I will send reviews about the management of the covid- crisis in the visited destination.s . .
I will continuously check my health status. . .
I will start to travel inside my home country (domestic travel). . .
There some countries and regions that are very risky and I don’t wish to visit them now. . .
I will choose to travel to small cities rather than large cities and capitals . .
Eigenvalue . . .
Percentage of variance (total = .) . . .
Cumulative variance percentage . . .
Cronbach’s alpha (total = .) . . .
Notes Factor 1: Tourist preferences, Factor 2: Health and hygiene considerations, Factor 3: Destination choice.
lowing covid-19 measures. These results are in line
with those obtained by Wilson and Chen (2020) and
Chebli and Said (2020), who predicted that travellers
will be aware of the importance of buying travel in-
surance which could cover various options, and also
highlighted that travellers will look for more flexible
booking means.
Additionally, these results are similar to the study
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Rehab El Gamil Exploring Travel Behaviour Post-COVID-19
• Free cancellation booking
• Flexible booking
• Mistrust for Airbnb and hostels
• Travel insurance
• Accommodation cleanness
• Traveling by car, train or bus
• Seek comfort and hygiene rather
than luxury
• Respect the social distancing
• Accept passing the coronavirus test
• Reviewing the hygiene and safety
measures in all visited places
• Reviewing the hygiene in the hosted
destination
• Reviewing the management
of the COVID-19 crisis in the hosted
destinations
• Checking health status after the trip
• Domestic travel
• Avoid visiting risky countries
with high COVID 19 cases
• Choosing small cities & avoiding mass
tourism
Tourist preferences Health & hygiene
considerations
Destination choice
Responsible traveller post-COVID 19
Figure 1 Determinant Factors of the Responsible Traveller Post-covid-19
of Wachyuni and Kusumaningru (2020), who noted
that travellers have become more careful about clean-
liness and safety after the covid-19 pandemic. Also,
this is supported by the findings of Chebli and Said
(2020), who explained that covid-19 put hygiene and
the cleanliness of accommodation, tourism facilities,
services, and tourist attractions as a priority for trav-
ellers. Furthermore, these results are aligned with the
study of Wen et al. (2005), who explained that during
the sars crisis in China, tourists started to travel do-
mestically, especially in rural areas where social dis-
tance can be easily applied. They preferred travelling
with family by car instead of by plane.
Factor two is named ‘Health and hygiene consider-
ations,’ and comprises four items. The results reflected
that travellers are very interested in the hygiene and
sanitation measures in the visited destinations and
they stated that they give their feedback about the
management of the covid-19 crisis in these destina-
tions. This reflects that the travellers’ behaviour post-
covid-19 will be more responsible, not only during
their trips but even after the trip. This finding comes
in line with the study of Chebli and Said (2020) who
stated that the health system, the quality of the offered
care, and themanagement of the host destination dur-
ing the covid-19 pandemic have turned into signifi-
cant factors that affect travel decisions.
Finally, factor three is named ‘destination choice’;
it includes only three items. The items loaded are re-
lated to destination choices. The results showed that
post-covid-19 travellers prefer domestic travel, vis-
iting countries with low covid-19 cases and small
cities, and that they will avoid mass tourism. These as-
pects were examined by Lahood (2020), who clarified
that the covid-19 pandemic will influence tourists’
preferences and will change their choices. Also, it
matches with the previous studies of Pizam and Fleis-
cher (2002) and Rittichainuwat and Chakraborty
(2009), who emphasized that tourists avoid choos-
ing the countries and regions with safety risks, for
instance, natural disasters, terrorism, or a pandemic
outbreak. Similarly, this finding is affirmed by Floyd
et al. (2004) and Chebli and Said (2020), who clari-
fied that risk perception is an important aspect in de-
cision making and also influences tourist behaviour.
The values of each statement included in these above-
mentioned three factors have a factor loading above
0.5.
It can be concluded that the concept of responsible
tourism has been redefined following the covid-19
era. Currently, health and sanitary considerations are
the key factors that affect travel behaviour and tourist
choices. Accordingly, the responsibility has become a
sharing mission between tourists and destinations.
Conclusion and Recommendations
This study provided an exploratory overview of the
changes in travel behaviour post-covid-19. It high-
lighted the expected trends which will dominate the
travel and tourism sector for the short and medium-
term. The findings revealed that the responsible trav-
ellers post-covid-19 will be determined by three main
212 | Academica Turistica, Year 15, No. 2, August 2022
Rehab El Gamil Exploring Travel Behaviour Post-COVID-19
factors: travel preferences, health and hygiene measures,
and destination choices.Moreover, the study concluded
that the contamination rate and the number of coro-
navirus cases might have a negative impact on tourist
demand. This means that health/safety considerations
and perceived risk are significant factors that affect
destination choice following the covid-19 crisis.
Significantly, the study also presented a new con-
cept of the responsible traveller post-covid-19 which
highlights two aspects: the importance of health and
hygiene considerations and the impact of travellers’
choices on others and the destinations. Consequently,
the study concluded that a responsible traveller is a
person whose travel behaviour minimizes the risk
of spreading the pandemic before, during, and after
travel. This highlights the power of the traveller as
a responsible decision-maker in the covid-19 era.
This pandemic has accelerated the transformation of
worldwide tourism to a sustainable path which should
be the new normal. Developing guidelines for respon-
sible and safe travel post-covid-19 could significantly
help travellers to make responsible choices. To design
these guidelines, the stakeholders should use mutual
standards based on sustainability and responsibility to
cope with any challenges in the future.
Recommendations for Service Providers Such
As Hotels, Tour Operators, and Airlines
Depending on the above-mentioned findings, the ser-
vice providers should make serious responses effec-
tively and quickly. Presently, they face challenges to
regaining the confidence of travellers. This requires
adopting new policies related to refund/cancellation
rules and hygiene measures. In addition, there is an
urgent need to redesign the tourism products and of-
fers to match with the new needs and expectations of
tourists. In other words, service providers should re-
examine their marketing mix carefully with regard to
new preferences.
Recommendations for Destinations Marketers
and Managers
The destination marketers should adopt, for instance,
the strategy implemented by Asian countries, partic-
ularly Thailand, Hong Kong, Vietnam, and Singapore
after the sars pandemic. This strategy is based on
promoting these destinations as safe and responsible
countries to repair their tourism images and attract
visitors again. dmos have to review their business
model and launch innovative marketing and promo-
tional campaigns to attract more tourists. It is impor-
tant for dmos to collaborate with public and private
sectors to ensure a sufficient level of safety before and
during travel.
In addition, it is essential for tourismmanagers and
marketers to increase their communication efforts and
use various channels. Finally, dmos have to encour-
age stakeholders to spread the marketing messages
aimed at responsible tourism post-covid-19, trying
to increase the awareness of tourists and promoting
sustainable actions.
The Limitations and Future Research
The main limitations of this research are: firstly, this
study has a time limitation as the data were collected
at the beginning of the pandemic outbreak, and the ef-
fects of the pandemic may bring more changes in the
travel and tourism industry. Secondly, the sample is
limited as the author collected data through an online
questionnaire andmainly from social media channels.
Finally, this study has an obvious limitation as it only
focused on the future trends and the changes in tourist
behaviour.
Future studies could explore the relationship be-
tween tourist behaviour and the risk factors related to
health. In addition, more studies should address the
tourist profile and experience post-covid-19. This
could help the destinations and marketers to target
the new tourists based on their new beliefs and per-
ceptions after the covid-19 crisis.
Lastly, future studies should explore the changes
in travel behaviour post-covid-19 in specific regions
and nationalities and different market segments. This
will help the service providers to design tourism prod-
ucts which will meet the tourists’ expectations based
on their socio-demographic characteristics.
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