FACTORS INFLUENCING THE LIKELIHOOD OF DOMESTIC TOURISM DEMAND IN GUANGZHOU, CHINA DURING THE COVID-19
List of Authors
  • CHOR FOON TANG, ZILI YOU

Keyword
  • Baidu keywords, China, domestic tourism demand, Guangzhou, logit model.

Abstract
  • The demand for tourism, both domestic and international, has been widely explored in existing literature. However, the outbreak of the Coronavirus disease (COVID-19) in 2019 disrupted the development of Domestic Tourism (DT) in Guangzhou and may have altered tourists’ behaviour. This study contributes to the literature by exploring the determinants of DT in Guangzhou, China. Unlike most existing tourism studies, we employ a binary logit model to systematically examine the factors influencing DT. Drawing on advanced information and communication technology, we utilise data from Baidu’s user keyword searches, which provide a more accurate reflection of tourists’ behaviour and preferences. The findings, therefore, provide evidence-based insights for policymakers and practitioners. Consistent with demand theory, our results reveal that income and price significantly affect domestic travel demand. More importantly, we observe that DT demand in Guangzhou is more strongly influenced by food, transportation, and weather than by hotels, tourist attractions, or tour guides. Overall, these findings suggest that tourism marketing strategies should be aligned with these preferences to enhance the resilience and competitiveness of the tourism sector in the post-pandemic era.

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