The COVID-19 pandemic profoundly transformed the way people think about travel. In a recent study published in the Italian Journal of Marketing, Francesca De Canio, Elisa Martinelli, and Giampaolo Viglia investigated how perceived risk, destination image, and travelers’ personality traits shaped travel intentions during the pandemic.

The study surveyed 344 Italian travelers, uncovering how the pandemic heightened the perceived risk of infection, especially in high-contact settings like restaurants and cultural sites. This increased risk perception significantly reduced travel attitudes and intentions, particularly for those less confident in decision-making. However, the researchers suggest that a strong, positive destination image—emphasizing safety, service quality, and leisure options—helped counteract the fear of travel, restoring some willingness to explore.

As the tourism industry looks to rebuild, the authors emphasize the importance of clear communication, flexible booking policies, and domestic tourism promotion to reassure wary travelers. Thus, this study not only investigates the immediate impact of the pandemic on travel behavior but also offers a framework for understanding how crises shape consumer decisions in tourism.

We spoke with the authors to uncover practical insights for managers looking to integrate these innovations effectively into their operations.

How can tourism operators enhance destination image while addressing travelers’ perceived risks?

Since the end of the COVID-19 pandemic, concerns about travel-related risks have decreased, positively influencing the image of many destinations. However, the lessons learned during COVID-19 have led operators to adopt best practices to enhance the reputation of these locations. To attract tourists, destinations focus on effective communication strategies to encourage travel and combat negative perceptions. A key aspect of this approach is improving access to information through user-friendly platforms and new technologies. Destinations that offer easy and immediate access to information tend to feel more familiar to potential visitors, making them more attractive.

Research shows that travelers often prefer domestic vacations due to better information availability than international options. By leveraging technology and human resources at departure and arrival points and destinations, operators can address perceived risks and positively influence decision-making. Direct interaction with tourists fosters trust and reassurance about specific concerns, helping build lasting relationships catering to different traveler segments.

What communication strategies should policymakers use to rebuild tourist confidence?

Destination policymakers must continue to utilize traditional media, such as print advertisements and videos, to promote tourism effectively. These formats are essential for creating and sharing positive images of destinations and addressing travelers’ concerns about safety and other perceived risks. However, the rise of digital tools has significantly evolved the communication landscape, providing new touchpoints and ways to engage with potential visitors.

For example, information kiosks in travel agencies and transportation hubs like airports and train stations offer travelers instant access to destination details. These interactive displays can be customized to showcase promotions and events, making them valuable inspirational resources. Additionally, the emergence of virtual tours has transformed how tourists explore destinations before making travel decisions. These immersive experiences allow potential visitors to “walk” through attractions and neighborhoods from home, using gaming consoles or smart TVs, which builds excitement for future trips.

The impact of social media cannot be overlooked, particularly the role of influencers. Micro-influencers, who have smaller but highly engaged audiences, are increasingly influential in shaping perceptions of travel destinations. Their authentic experiences can effectively address concerns about safety and cultural differences, encouraging their followers to explore new travel opportunities. While traditional media remains important, integrating digital tools and influencer marketing strongly changes how destinations communicate with travelers, enriching the travel experience.

How can travel agencies and hospitality providers use insights on travelers’ personality traits?

Recent marketing analyses highlight the benefits of using psychometric and behavioral assessments to understand tourists better. By examining the psychological traits of travelers, travel agencies and hospitality providers can segment their audiences more accurately and implement effective operational strategies. For instance, independent travelers may seek a variety of information channels for self-guided exploration, while more relaxed travelers might prefer comprehensive services that include hotel bookings, airport transfers, and tourist attraction information, possibly bundled into a convenient travel card.

Beyond these two extremes, various personality traits that affect how travelers interact with services can be identified. By recognizing and addressing these traits, travel agents and operators of hotels, restaurants, and attractions can adjust their service levels to meet the unique needs of each tourist. This personalized approach enhances satisfaction and fosters loyalty in uncertain times.

Copertina: Image by Dariusz Sankowski from Pixabay