CONSUMER BEHAVIOUR IN TOURISM DURING THE COVID-19 PANDEMIC

Abstract

The subject of this paper is the behaviour of consumers in relation to travel planning during the COVID-19 pandemic. The aim of this paper is to examine and understand the behaviour of travellers during the pandemic. Theoretically, the paper relies on the results of previous research on the impact of health crises on tourism and consumer behaviour. The specificity of this work is reflected in the respondents, belonging to Generation Y (Millennials) and Generation Z, which took part in this empirical research. This paper examines the respondents’ intentions in planning a vacation during the pandemic, as well as the degree to which fear affects travel planning abroad. The results of this empirical research, conducted in the Republic of Serbia in May 2021, prove that a significant percentage of Generation Y and Generation Z travelled during the pandemic, prior to May 2021 (25% abroad, 56% in Serbia), and that they plan to travel both in Serbia (64%) and abroad (74%) in the near future.