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How do travelers go back to COVID-hit destinations? Examining the patterns and underlying motivations

Abstract
Tourist decisions to resume travel to disaster-hit destinations (e.g., pandemic epicenters) represent a crucial but under-analyzed measure of tourism resilience. Addressing this gap, this study identifies patterns in actual return travel behavior to Hubei Province of central China (a former COVID-19 epicenter), focusing on Chinese tourists of differing gender, age and place of origin. Ticket sales from China’s largest online travel agency and long interviews were used to assess these travel recovery patterns in Hubei Province from April to July (2019 and 2020). Data suggested that middle-aged travelers (the 25-50 age group) and travelers from local and farther (as opposed to neighboring) areas were more likely to lead travel recovery in the region. The reasons behind these group distinctions were also revealed. These studies hold implications for effectively managing and theorizing tourism resilience and travel recovery in disaster-hit destinations.
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