Health safety measures of the host destination: A new perception of tourists in destination attractiveness

Abstract

The aims of this study are to analyze the tourists’ perceptions about the impact of factors affecting destination attractiveness on the tourists’ satisfaction level after a major shift in the tourism industry due to the recent COVID-19. The second is to assess the tourists’ perceptions about the new health safety measures or potential of virtual tourism in tourist destinations. The researchers have investigated tourists’ perceptions after this pandemic period using a sample of 417 tourists visiting 5 major tourist spots in Uttarakhand namely Almora, Nainital, Dehradun, Haridwar, and Rishikesh. The judgmental sampling design is used in the study. Descriptive statistics and SEM (structural equation modelling) techniques are used for data analysis. The findings of the study entail that health safety has been marked as an important attribute for tourism destination selection for many tourists due to the COVID-19. As COVID-19 has emphasized the tourist destination stakeholders to follow the safety measure and health protocols to reset the tourism industry and tackle the health crisis, hence improving health safety and building travelers’ confidence is the immediate challenge that needs to tackle first. Findings also show the potential of virtual tourism as a new market that needs to be tapped by the host stakeholders.