Abstract

This study delves into a hidden yet profound phenomenon: the post-pandemic “invisible resistance” reshaping travel behavior among China’s middle class, a crucial demographic in the tourism sector. Despite relaxed restrictions, this group exhibits a distinct hesitance to embrace pre-pandemic travel habits. Their subtle resistance manifests in shifting destination preferences, a pursuit of new experiences, and heightened health and safety concerns. Employing qualitative methods, the research unpacks the nuanced implications of these changes through in-depth interviews and thematic analysis. The findings reveal a deep-seated transformation in values and priorities, potentially redefining the tourism landscape. The study illuminates evolving patterns in Chinese domestic and international travel, highlighting the intricate interplay between societal shifts and individual leisure travel decisions. Ultimately, it contributes to a holistic understanding of how global crises subtly influence consumer behavior and market dynamics. For tourism stakeholders navigating the post-pandemic landscape, this study offers invaluable insights. By shedding light on the changing Chinese travel landscape, it aids in comprehending the broader impact of global crises on tourism dynamics, ultimately serving as a guide for adapting to emerging market trends.

Presenters

Abigail Qian Zhou
Associate Professor, Graduate School of International Media, Communication and Tourism Studies, Hokkaido University, Hokkaido, Japan

Details

Presentation Type

Paper Presentation in a Themed Session

Theme

Changing Dimensions of Contemporary Tourism

KEYWORDS

Post-Pandemic Tourism, Chinese Middle Class, Invisible Resistance, Travel Behavior Shift, Qualitative Research

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