探索消费者旅游态度和期望，推动旅游业复苏

ExploringConsumerTravelAttitudes andExpectations toDriveTourismRecovery Summer 2022 A report produced forthe European Travel Commission EXPLORING CONSUMER TRAVEL ATTITUDES AND EXPECTATIONS TO DRIVETOURISMRECOVERY– All rights reserved. The contents of this report may be quoted, provided the source isgiven accurately andclearly. Distribution or reproduction in full is permitted for own or internal use only. While we encouragedistribution via publicly accessible websites, this should be done via a link to ETC's corporate website The designations employed and the presentation of material in this publication do not imply the expression ofany opinions whatsoever on the part of the Executive Unit of the European Travel Commission. Datasources: This report includes data from36 in-depth interviews conducted with international travellersand non-travellers across seven key markets. Published by the European Travel CommissionRue du Marché aux Herbes, 61, 1000 Brussels, Belgium Website:www.etc-corporate.org Email:info@visiteurope.com This report was compiled and edited by:Silverlining Research ISBN No:978-92-95107-61-8 Cover:Sand beach aerial view directly above, vertical shot. Sunbeds, sunshades and water sports equipment,people swimming and taking sunbathImage ID:2053379888 FOREWORD The COVID-19 outbreak in early 2020 brought tourism’s decade-long boom to a standstill. Worldwide tourismdeclined by 73% in 2020 compared to the previous year, while Europe saw a decline of 68% over the sameperiod. In 2021, the European tourism economywas bouncing back from the severe impacts of the Covid-19pandemic supported by increased vaccination rates and the EU Digital COVID Certificate, which enabled the The whirlwind of the pandemic has changed people’s lives and relationships in many ways, including theirattitudes and behaviour towards travel. Additionally, research has demonstrated that these attitudes can bevolatile and will continue to evolve, in line with the development of the pandemic and other factors such as The tourism recovery path therefore requires constant research, monitoring and analysis of consumers inorder to identify, in a timely manner, trends and behavioural changes relating to travel. Such analysis will notonly support better strategic decision-making and planning, but will also allow destinations to anticipate To this end, the European Travel Commission (ETC) launched theStudy onconsumer Travel Attitudes andExpectations. This report comprises the first of a two-phase study aimed at providing NTOs and DMOs with abetter understanding of consumer experiences during the COVID-19 pandemic; the effect of the COVID-19pandemic on travel; their attitudes towards travel to European destinations; and their travel expectations for ACKNOWLEDGEMENTS This study was prepared byBjarke Bøgeskov, Terje Vammen and Kristian Rasmussen from Silverlining Researchfor the European Travel Commission (ETC). ETC would like to place on record its gratitude to the team of This report forms part of ETC’s ongoing Market Intelligence Programme and was carried out under thesupervision of Marieke Politiek (The Netherlands Board of Tourism & Conventions), Sérgio Guerreiro (Turismode Portugal), Jennifer Iduh (ETC ExecutiveUnit), Lyublena Dimova (ETC Executive Unit) and James Arnold (ETC TABLE OF CONTENTS INTRODUCTION......................................................................................................................................7METHODOLOGY................................................................................................................................7 1.1 THE TRAVELLING EXPERIENCE DURING THE PANDEMIC.................................................111.2 KEEPING IT DOMESTIC............................................................................................................151.3 CITY TRAVELLERS STAYED AT HOME..................................................................................181.4 SUMMARY..................................................................................................................................20 2.1 THE IMPACT OF THE PANDEMIC ON TRAVEL BEHAVIOUR AND PREFERENCES...........232.2 SHORT-AND LONG-RUN CHANGES IN TRAVEL HABITS.....................................................272.3 RESEARCH AND PLANNING OF FUTURE TRIPS...................................................................292.4 SUMMARY..................................................................................................................................31 3.1 PERCEPTIONS OF EUROPE AND EUROPEAN DESTINATIONS..........................................333.2 THE DESTINATIONS TO VISIT OR AVOID..............................................................................363.3 SUMMARY..................................................................................................................................40 4.1 CONSIDERATIONS OF TRAVELLING TO EUROPE IN THE SUMMER OF 2022........