The effects of COVID-19 on future domestic travel intentions in South Africa: a stakeholder perspective

Abstract

This study seeks to unpack the implications that the COVID-19 pandemic has placed on the South African domestic tourism market. In particular, the study considers how, given the negative impacts that have been felt with international travel being largely restricted, many destinations who traditionally rely on tourism will approach domestic tourism post the restrictions. Given South Africa’s previous aggressive campaigns which sought to promote domestic tourism in the country, the value of this focus area cannot be overlooked. The need for empirical research that assesses the attitudes of people regarding travel and tourism beyond the pandemic in a country that has been one of the hardest-hit on the African continent is equally important in this respect. Data for the study was sourced from interviews with key informant personnel in the domain of tourism coupled with an online questionnaire survey that was collected from respondents through the Google Forms Application. The key findings from the study reveal that a majority of the respondents were generally satisfied with the management of the pandemic in the country and were willing to wait until all restrictions were lifted before travelling again. Moreover, many of the respondents felt that they would likely travel more domestically in order to assist the tourism industry recover post-COVID-19 and would actively help market the country to friends and relatives in assisting with the recovery marketing initiatives. However, major concerns were raised about the financial possibilities of the domestic tourists as well as the lack of effective communication and cooperation between the private sector and the government regarding tourism’s recovery plan.