Substitution of tourism trips as a result of the COVID-19 pandemic—an empirical verification

Abstract

Purpose: The aim of this chapter is to empirically verify the thesis (set out in the previous work) regarding the substitution changes in the tourism market caused by the COVID-19 pandemic. The question was posed as to whether the travel substitution caused by the pandemic concerned substitution internal or external to the offer of the tourism market. Design/methodology/approach: Qualitative research was conducted on the supply side and the demand side of the tourism market. The supply-side research comprised a direct (non-standardised) interview among representatives of the three main tour operators organising tourist trips on the Polish market. The demand study used a direct standardised interview method using an interview questionnaire. Findings: The results of the research showed internal substitution processes in the tourism market triggered by the COVID-19 pandemic. The changes affected trips to a slightly greater extent in 2020 than in 2021. The research showed lower external substitution, meaning that during the pandemic consumers did not want to give up tourism trips. Research limitations/implications: The research confirms the findings of other authors that the pandemic treated as a transformative force in tourism and hospitality, while the relatively short time after its end prevents long-term conclusions. Practical implications: The results can be used by service providers, to anticipate changes caused by contingencies, as well as to predict trends in tourism product design. Social implications: The research indicates the direction of change that a pandemic may provide a starting point for further observations. Originality and value: Most of the analysis is limited to quantitative phenomena related to the reduction of tourism trips as a result of the COVID-19 pandemic. The originality of the article is based on the analysis of the substitution processes in the tourism market by internal and external substitution. The added value is the simultaneity of the study on both the demand and the supply side of tourism.