The IUP Journal of Marketing Management
The Impact of Covid-19 on Tourism: An Analysis of Travel Behavior and Preferences of Indian Travelers

Article Details
Pub. Date : November, 2021
Product Name : The IUP Journal of Marketing Management
Product Type : Article
Product Code : IJMM31121
Author Name : Pramendra Singh
Availability : YES
Subject/Domain : Marketing
Download Format : PDF Format
No. of Pages : 15



As the tourism industry is very susceptible to crisis and pandemics, Covid-19 has changed its working scenario around the world. Countries put restrictions on travel movement, closed international boundaries and enforced lockdowns. Sooner or later the industry will rise again and bounce back with differentiated traveler needs and preferences. The study examines the impact of Covid-19 on tourism and analyzes the likely travel behavior and preferences of Indian travelers post Covid-19. It investigates the different aspects of post- Covid travel behavior and preferences of Indian travelers related to tour planning and selecting the destination, mode of transportation, accommodation and activities at the destination. It is empirical in nature and descriptive methods were employed to analyze the data. The study also highlights the key outcomes through a model which will help tourism stakeholders, including the travel companies, to have a clear understanding of Indian travelers' changed needs and behavior towards traveling post Covid period. The study also has practical implications for the tourism service providers.


The whole world has suffered much due to Covid-19 and its brunt was faced by almost every country. All activities and movements of people have been curtailed by this pandemic. Covid-19 has had a significant impact on all sectors of the tourism industry, including airlines, hotels, cruises, restaurants, Meetings Incentives Conferences Exhibition (MICE) and sports events, etc. And it is anticipated that the impact of Covid-19 would surpass the magnitude of all previous epidemics/pandemics on the tourism industry (Gossling et al., 2020). UNWTO noted that "in 2009, on the back of the global economic crisis, international tourist arrivals declined by 4%, while the SARS outbreak led to a decline of just 0.4% in 2003". As per UNWTO's January 2021 report, international tourism received 1 billion fewer tourists (or 74% decline) as compared to 2019, witnessing the worst ever year on record for international tourist arrival. Due to Covid-19 pandemic,