Analysis of Changes in Shopping Behaviour of Package Holidays Purchasers Caused by the COVID-19 Pandemic

Andrzej Dudek, Daria Jaremen, Izabela Michalska-Dudek, Marek Walesiak
European Research Studies Journal, Volume XXIV, Special Issue 3, 691-707, 2021
DOI: 10.35808/ersj/2503


Purpose: The study aims to identify the direction of changes in shopping behaviour regarding package holidays caused by the COVID-19. Design/Methodology/Approach: The research on tourists purchasing travel packages during the COVID-19 was quantitative on a nationwide online panel of respondents (N=1502), characterized by a representative distribution for the general population of Poles. Using the contingency table and correspondence analysis, authors identify purchasing behaviour before and during the pandemic. Findings: The research results indicate significant changes in purchasing package holidays process caused by the COVID-19, particularly on the stage of travel planning (including the search for information and the pattern of closing the purchase of tourist packages)-the conducted analysis allowed to distinguish four segments of buyers during the pandemic and to create their profiles. Practical Implications: The knowledge of changes in travel packages purchasing behaviour is essential for travel agencies to design effective marketing strategies. Originality/Value: The originality and value of the research is based on three pillars: (1) timeliness and importance of the research problems for the travel agency sector, (2) lack of knowledge about the purchasing decision-making process during the pandemic threat, (3) the deficit of quantitative research on the role of online purchase channels versus the traditional ones in making these decisions.

Cite Article (APA Style)