TOURIST SATISFACTION DURING THE PANDEMIC: AN ANALYSIS OF THE EFFECTS OF MEASURES TO PREVENT COVID-19 IN A MEDITERRANEAN COASTAL DESTINATION

Abstract

The impact of the COVID-19 on tourist satisfaction is a particular relevant issue, due to the role that elements such as the prevention measures implemented at the destination might play. For this reason, this article examines tourist satisfaction during the peak tourist season of 2020 in a mature coastal destination in Catalonia in relation to safety and prevention measures imposed due to the COVID-19 pandemic. We use explanatory factor analysis and partial least squares path modelling for comparing the determinants of tourist satisfaction prior and during the pandemic based on surveys conducted in 2019 (N = 1556) and 2020 (N = 2220). The results suggest that the determinants of overall tourist satisfaction in 2019 remained significant in 2020. Moreover, although tourists especially appreciated feeling safe in 2020, our results suggest that such a perception was unrelated to measures to prevent COVID-19. The paper raises concerns towards the management of situations such as the pandemic in tourist destinations, as a proper balance must be found between the need of making visitors feel safe, and avoiding measures that can be felt as invasive or annoying, hampering the tourist experience.