Danish tourists in Italy: prospects for tourism recovery following the COVID-19 pandemic and the relationship between risk perception and travel intention
Author
Parenti, Elena
Term
4. term
Education
Publication year
2021
Submitted on
2021-05-31
Abstract
The COVID-19 pandemic severely disrupted global tourism, and this thesis examines how Danish travelers view returning to Italy and how perceived health risks shape their intention to travel. Conducted in collaboration with the company Luxury Around, the study focuses on Danes who have visited Italy or plan to do so again, aiming to identify post-pandemic changes in choices around destination, timing, holiday type, accommodation, and transport. A closed-question online survey was distributed through targeted Facebook groups and the Italian Institute of Culture to reach Danes interested in travel and Italy. The questionnaire design and analysis were guided by Protection Motivation Theory (PMT) and the Risk Perception Attitude (RPA) framework. Findings indicate a general optimism about future trips to Italy, supported by confidence in vaccination programs and the country’s diverse tourism offerings. While high media exposure to pandemic information may influence travel decisions, the survey suggests that concerns are mainly about which Italian destination to visit and when to travel. Moreover, repeat visitation and familiarity with Italy appear to lower perceived health risk and increase confidence in coping with potential hazards. These insights can inform recovery strategies and help providers like Luxury Around adapt products and messaging as safety, privacy, and nature-based experiences gain prominence.
COVID-19-pandemien satte en markant stopper for international turisme, og denne afhandling undersøger, hvordan danske rejsende forholder sig til at vende tilbage til Italien, samt hvordan oplevet sundhedsrisiko påvirker deres rejseintentioner. I samarbejde med virksomheden Luxury Around fokuserer studiet på danskere, der tidligere har rejst til Italien eller planlægger at gøre det igen, med henblik på at afdække ændringer i valg af destination, rejsetidspunkt, ferieform, overnatning og transport. En spørgeskemaundersøgelse med lukkede spørgsmål blev distribueret via målrettede Facebook-grupper og Det Italienske Kulturinstitut for at nå danskere med interesse for rejser og Italien. Spørgeskemaets udformning og analysen tog afsæt i Protection Motivation Theory (PMT) og Risk Perception Attitude-rammen (RPA). Resultaterne peger på en generel optimisme blandt danske turister i forhold til fremtidige rejser til Italien, understøttet af tillid til vaccinationsplaner og Italiens brede udbud af oplevelser. Høj eksponering for pandemierelateret information i medierne kan påvirke rejsevalg, men undersøgelsen indikerer, at bekymringerne især samler sig om valget af konkret destination i Italien og om rejseperiode/sæson. Derudover tyder resultaterne på, at fortrolighed med destinationen gennem gentagne besøg sænker den oplevede sundhedsrisiko og øger tiltroen til at kunne håndtere risici. Indsigterne kan hjælpe virksomheder som Luxury Around med at tilpasse produkter og kommunikation i en genopretningsfase, hvor sikkerhed, privatliv og naturprægede oplevelser forventes at spille en større rolle.
[This apstract has been generated with the help of AI directly from the project full text]