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Abstract

The paper examines changes in consumer preferences and psychology of Chinese travelers, determined by the COVID-19 pandemic and driven by both "COVID stress syndrome" and adaptation to changes and an attempt to establish a lost sense of rational control, and provides expert assessments of consumer behavior trends of Chinese tourists and anxiety triggers, It shows the limitations of consumer behavior and purchase decision making models to explain consumer behavior in offline and online environment and with "COVID-stress syndrome" and substantiates the need to create a comprehensive methodological tool for analyzing and evaluating consumer behavior and purchase decision-making process that takes into account both external marketing drivers and alarm triggers and studies of a new type of consumer sollicitus homo or person of alarm.