Hív a természet, avagy menekülés a civilizációból?
‘Új’ desztinációk és utazási döntések explicit és implicit vizsgálata a COVID-19 pandémia árnyékában
DOI:
https://doi.org/10.14267/VEZTUD.2024.05.05Kulcsszavak:
COVID-19, turizmus, utazás, desztinációválasztás, neuromarketing, implicit asszociációs teszt (IAT)Absztrakt
A turizmus, mint a világ egyik legnagyobb iparága, az elmúlt évtizedekben az átmeneti sokkok ellenére jelentős fejlődésen ment keresztül, azonban az eddig példátlan COVID-19 krízis a turisztikai szektor szereplőit is soha nem látott kihívások elé állította. Bár mára a vírust látszólag sikerült maga mögött hagynia a világnak, hosszú távú (pszichés) következményei többnyire a mai napig tisztázatlanok. Jelen tanulmány egy innovatív explicit-implicit megközelítést alkalmazva vizsgálja a pandémia óta reneszánszát élő természetjárás jelenségét az utazási és desztinációválasztási döntéseink függvényében. A kapott explicit és implicit eredmények is rámutatnak, hogy a járványhelyzet hozzájárult egy általános preferencia kialakulásához a félreesőbb, természetes úti célok iránt. Ezzel összefüggésben a kutatás során egyszerre volt megfigyelhető a természetes attrakciók népszerűségének és a természetlátogatás gyakoriságának növekedése, különösen a nők és a kevésbé elkötelezettek vagy kapcsolat nélküliek körében. A megfigyelt trendek mozgatórugóiként a következőmotívumok voltak azonosíthatóak: nyugalom, egyediség, biztonság, elérhetőség és felfedezés, amelyek az eredmények alapján kulcsszerepet játszhatnak a jövő fenntartható turizmusának alakulásában.
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