Analysis of changes in shopping behaviour of package holidays purchasers caused by the COVID-19 pandemic

Abstract

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.