Concept map to support domestic tourism at the time of the epidemic
DOI:
https://doi.org/10.15170/MM.2021.55.02.06Keywords:
tourism safety, conceptual platform, domestic tourismAbstract
THE AIMS OF THE PAPER
The study aims to help mitigate current and future pandemic impacts, especially for domestic tourism, by creating a new online platform based on local specificities and information uncovered in the research. The Business Model Canvas was called upon to develop this multi-stakeholder platform.
METHODOLOGY
The framework of the qualitative research was provided by the evaluation of the eleven expert in-depth interviews, and the implementation of the quantitative research was ensured by the questionnaire survey created by the involvement of Hungarian and foreign respondents (946 completed, 871 valid answers). While the in-depth interviews were conducted in the pre-pandemic period – in 2017 – the English and Hungarian questionnaires covering the responses of 18 nationalities began in the weeks of the introduction of the autumn 2020 exit restrictions. The qualitative aspect of the research attempted to explore the ways of building an effective country image, while also examining from a quantitative approach the consumer habits that are the driving force of individually organized trips and the ways of information related to the organization of a given trip during a pandemic.
MOST IMPORTANT RESULTS
During the mapping of the current country picture, the images of two camps with significantly different
opinions were outlined. On the basis of the preferences of individually organized trips that can be traced
back to consumer habits, it can be stated that an outstanding proportion of “location” is the determining factor. In addition to naming the type of digital information platforms, it has become clear where the greatest consensus can be identified when classifying factors related to consumer habits.
RECOMMENDATIONS
Continued support for the efforts to stabilize Hungarian tourism is of paramount importance, the existence of which could be helped by the creation of a conceptual platform based on the data revealed during the research and intended to fulfill the aim of the study.
