Turizam Volume 30, Issue 3-3
THE LASTING EFFECT OF COVID-19 ON TOURIST PREFERENCES AND BEHAVIOUR: EVIDENCE FROM KEFALONIA, GREECE
Authors: Konstantina Rigatou, Theodoros Kounadeas, Paraskevi Boufounou, Marios Tsakas, Athanasios Raptis
Abstract: This study assesses the effect of the COVID-19 pandemic on tourists’ preferences and behaviour, drawing on a structured questionnaire completed by 257 residents of the Greek island of Kefalonia, recruited through convenience and snowball sampling. Behaviour was measured across nine constructs (general risks, price, quality, hygiene risks, general attitudes towards travel, travel mode, destination, food and activities) on five-point Likert scales, and analysed with descriptive statistics, non-parametric group-difference tests (Mann-Whitney U, Kruskal-Wallis) and multiple linear regression. Mean scores clustered close to the scale midpoint, indicating moderate and somewhat ambivalent rather than uniformly strong behavioural shifts. Significant differences emerged for a small number of dimensions: men reported more cautious general travel attitudes, while older respondents and those with children scored higher on destination-related concerns. The findings offer practical implications for destination managers and tourism businesses seeking to attract visitors and to strengthen sustainability and resilience in the post-pandemic era.
Keywords: COVID-19, Tourist behaviour, Risk perception, Travel preferences, Service quality, Tourism management.
DOI: 10.5937/turizam30-65633
Article info: 206-224
Received: March 2026 | Accepted: August 2026