Impact of the COVID-19 Pandemic on Kwazulu-Natal Generation Z Attitude towards Domestic Tourism

Abstract

The study examined the impact of the COVID-19 pandemic on KwaZulu-Natal generation z attitude toward domestic tourism. Generation Z represents much of the consumer groups at present and is considered a very important cohort because it prioritizes experience over possession, which increases their motivation to travel. The study investigates the impact of the COVID-19 pandemic on KwaZulu-Natal Generation Z members’ attitudes towards domestic tourism in South Africa, while focusing on the effect of the pandemic, the study examines whether there are differences in their attitude toward domestic tourism before and during the pandemic. Data was collected online from November to December 2021 using a structured questionnaire survey sampling 200 respondents. Through the theoretical lens of planned behaviour, this study explored the relationship between attitude, perceived behaviour control, subjective norms and risk factors that influences the travel choices of Generation Z members during the COVID-19 pandemic. Findings reveal that despite the impact the COVID-19 pandemic had on the KwaZulu-Natal Generation Z members, they portray a positive attitude towards domestic tourism. The results also show that Generation Z members appreciate and acknowledge the positive quality of life (QOL) they get from participating in tourism activities especially within their domestic space. However, because of the peculiarities of the pandemic and the need to ensure safety, respondents prefer individual trips to group trips, and individual accommodation to group accommodations. This research contributes to scholarship that examine how COVID-19 pandemic influenced travel behaviours and deepened the uncertainty associated with domestic tourism across various regions of the globe.