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Journal of Humanities, Arts and Social Science

ISSN Online: 2576-0548 Downloads: 605629 Total View: 4379971
Frequency: monthly ISSN Print: 2576-0556 CODEN: JHASAY
Email: jhass@hillpublisher.com
Article Open Access http://dx.doi.org/10.26855/jhass.2023.11.028

Lockdown and Reopen: Will Marginal White-Collar Workers Become the Mainstay of Tourism Again?

Jiayi Zhang1,*, Xin Lv2

1School of Interdisciplinary Studies, University of Glasgow, Glasgow, Scotland, UK.

2School of Business, Hechi University, Hechi, Guangxi, China.

*Corresponding author: Jiayi Zhang

Published: December 25,2023

Abstract

The lockdown in China during the COVID-19 pandemic prevented consumers from engaging in tourism activities. However, the tourism industry in China has been gradually recovering since all restrictions were lifted in early 2023. Will marginal white-collar workers, who were the primary consumers in the tourism market before the COVID-19 outbreak, become the mainstay of tourism once more? The empirical study aimed to investigate whether the marginal white-collar group, after experiencing lockdown, would actively participate in tourism activities. It examined the connections between tourism participation, travel behavior, and tourist motivation. The findings revealed that travel behavior positively influences tourism participation. Different tourist motivations have varying effects on tourism participation, and travel behavior serves as an intermediary in the relationship between tourist motivation and tourism participation. The study results offer theoretical distinctions and ideas for developing tourism products and strategies to enhance tourism recovery following the lifting of the lockdown.

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How to cite this paper

Lockdown and Reopen: Will Marginal White-Collar Workers Become the Mainstay of Tourism Again?

How to cite this paper: Jiayi Zhang, Xin Lv. (2023) Lockdown and Reopen: Will Marginal White-Collar Workers Become the Mainstay of Tourism Again? Journal of Humanities, Arts and Social Science7(11), 2301-2305.

DOI: http://dx.doi.org/10.26855/jhass.2023.11.028