Impact of Covid-19 Pandemic on Tourist Behavior: A Case Study on South Moravia

Abstract The Covid-19 pandemic has undoubtedly influenced tourism and has led to a change in the consumer behaviour of tourists. The purpose of the study was to find out how the profile of the visitor of the rural area had changed in the context of the Covid-19 pandemic. The quantitative survey with 1026 visitors was conducted and its results were analyzed within three main segments of visitors – groups with children, couples and the others (without children). The results of the research confirm the persisting fact – due to the Covid-19 pandemic, the demand in tourism is shifting from urban areas to rural ones, but overall tourists in research rural area can benefit from the fact that it is a relatively small area and can get the best of both rural areas as well as of near cities in the area. Visiting rural areas is generally a shorter-term option for all visitors, which does not require long-term planning. The findings confirmed that rural areas are a great opportunity for domestic tourism. The results bring a deeper and actual insight into the consumer behaviour of tourists in rural areas and at the same time the findings show the possibilities for service quality improvement. Both can be beneficial for service providers as well as destination managers.