The Evolution of Tourists’ Motivation and Perceptions in Response to Travel Discount Policies during the COVID-19 Pandemic

Abstract

This study clarifies the impact of travel discount policies implemented during the COVID-19 pandemic on motivation toward travel plans and traveling. In addition, it reveals the distinct perception of “being considered a nuisance” from the perspective of tourist destinations, the presence or absence of opposition from the surrounding community, and the evolution of these factors over a three-year period. The results revealed that the use of the “Go To Travel” campaign was the greatest motivational force; however, there were changes in the level of motivation as the discount policy transitioned. Similarly, while changes were observed in the perception of tourist destinations and reactions from the surrounding community, travelers who were motivated by the travel discount policies had a more positive perception that traveling to these destinations contributed to “support” and was “appreciated” by the destinations.