Consumers’ Behavioral Trends in the Arts, Entertainment, and Recreation Sector amid a Global Pandemic: A Qualitative Study

A global pandemic can provide new opportunities and challenges for the tourism industry. When most entertainment events and recreation activities were canceled or postponed during the first and second waves of the COVID-19 pandemic, many operators introduced online offerings, such as virtual tours and streaming services. These factors, along with the public’s fear of catching the virus, have prompted significant changes in consumers’ spending behaviors within the tourism industry. This study interviewed 22 US-based consumers about their spending experiences in the arts, entertainment, and recreation sectors, during the COVID-19 pandemic. The findings indicate that the critical shaping factors of consumers’ behaviors in tourism include safety measures, social environment, consumers’ desire to resume enjoyment, and digital offerings. We further propose a revised theory of planned behavior that considers various external and contextual factors, based on the findings. The implications for managerial practice are also discussed.