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Does Distance Still Matter? Moderating Effects of Distance Measures on the Relationship Between Pandemic Severity and
Yang Yang1, Linjia Zhang2, Laurie Wu1
1Department of Tourism and Hospitality Management, Temple University, Philadelphia, PA, USA.
Journal of Travel Research
|April 11, 2023
Summary
Pandemic severity significantly reduced tourism demand, with long-haul travel being less impacted. Cultural dimensions also moderated this effect, offering insights for international destination marketing strategies.
Area of Science:
- Economics
- Tourism Studies
- Public Health
Background:
- The COVID-19 pandemic drastically impacted global tourism.
- Understanding factors influencing tourism demand during health crises is crucial for recovery.
Purpose of the Study:
- To investigate how pandemic severity affects bilateral tourism demand.
- To examine the moderating role of various distance measures (geographic, cultural, economic, social, political) on this relationship.
Main Methods:
- Utilized Google Destination Insights data for daily bilateral tourism demand (148 origins, 109 destinations).
- Employed fixed-effects panel data gravity models analyzing year-over-year demand changes.
- Validated models using actual hotel and air demand data.
Main Results:
- A 10% rise in COVID-19 cases correlated with a 0.0658% decrease in year-over-year tourism demand.
- Long-haul tourism demand showed greater resilience to destination pandemic severity compared to short-haul.
- National cultural dimensions, specifically indulgence versus constraints, were found to moderate the impact.
Conclusions:
- Pandemic severity is a significant determinant of tourism demand, with varying effects based on travel distance.
- Cultural factors play a role in moderating tourism responses to health crises.
- Findings offer implications for international destination marketing and crisis management.
Keywords:
Hofstede’s cultural dimensionsdistance factorsinternational tourism demandpandemic severitypanel data gravity modelMore Related Videos
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