Gender and Culture Differences in Consumers' Travel Behavior during the COVID-19 Pandemic

ABSTRACT

COVID-19, as a rampant health crisis, lies at the basis of fluctuating perceptions affecting decreased demand among travelers. Recent studies have witnessed a growth of interest in the interactions between tourists' behaviors and other factors with the potential to moderate such behavior during travel. However, it remains to be discussed whether the influence of demographic aspects, especially cultural and gender differences, on tourism behaviors will be more prominent during COVID-19. The current empirical research aims to integrate demographic variables, including gender and culture, with tourists' behavior in terms of their choice of companions, travel destinations, and mode of transportation. According to the research findings, people in other countries have greater desire to travel than Chinese tourists who, in any case, prefer to travel with friends. Tourists from other countries are more willing to travel by plane and by car. Males show a more positive attitude than females to these means of transportation. Moreover, the interactive effect of gender and nationality reveals that female travelers from mainland China put the train or bus top on their agenda. These theoretical findings have the potential to provide actionable insights into how policymakers and service providers can make adjustments to bring back tourism stifled by COVID-19.