Promjene navika korisnika u turističkoj industriji nakon pandemije COVID - 19

Abstract

Pandemija zarazne bolesti Covid-19 utjecao je na čovječanstvo kao niti jedna druga stvar na svijetu i na njega nije ostao ni turizam imun. Zatvaranje granica, konstantna testiranja na bolest, zaštitne mjere koje su poduzete imale su utjecaj na turizam i čovjeka. Očitu promjenu je Republika Hrvatska mogla osjetiti na BDP-u i prihodima od turizma kroz godine u kojima je trajala pandemija. Prema podatcima iz Hrvatske Narodne Banke udjel turizma u BDP-u je 2019. godine bio 19,5%, a već iduće godine on je pao na 9,6% što označava veliki pad. Turizam se u 2023. godini vratio na staro te je ponovni udjel 19,5 %. Turizam je prošao kroz značajne promjene tijekom pandemije Covid-19. Situacija u kojoj se turistička industrija našla nije bilo nimalo laka, ali ju je zato potaknula na inovacije, nove trendove, digitalizaciju i jačanje međusobne suradnje kako bi mogla opstati u izazovnom okruženju u kojem su se našli. Cilj istraživačkog rada je istražiti utjecaj globalne pandemije na navike potrošača u turističkoj i hotelskoj industriji te će se kroz rad nastojati otkriti je li pandemija utjecala na navike, ponašanje i strukturu korisnika, je li pandemija utjecala na ekonomske čimbenike i prakse u hotelijerstvu i je li se promjenila marketinška komunikacija proizvoda i usluga s obzirom na trajanje pandemije. Nakon provedbe dubinskih intervju nastojat će se metodom analize, deskripcije i komparacije izvući najbitniji podaci za odgovor na pitanja.The pandemic of the infectious disease Covid-19 affected humanity like no other thing in the world, and tourism was not immune to it either. The closing of the borders, the constant testing for the disease, the protective measures that were taken had an impact on tourism and people. The Republic of Croatia could feel the obvious change in the GDP and income from tourism during the years in which the pandemic lasted. According to data from the Croatian National Bank, the share of tourism in GDP in 2019 was 19.5%, and already next year it fell to 9.6%, which was a big drop. In 2023, tourism returned to its old state, and its share is again 19.5%. Tourism has gone through significant changes during the Covid-19 pandemic. The situation in which the tourism industry found itself was not at all easy, but that is why it encouraged it to invent, new trends, digitalization and strengthening mutual cooperation in order to survive in the challenging environment in which it found itself. The goal of the research work is to investigate the impact of the global pandemic on the habits of consumers in the tourism and hotel industry, and through the research we will find out whether the pandemic affected the habits, behavior and structure of users, whether the pandemic affected economic factors and practices in the hotel industry, and whether changed marketing communication of products and services with the duration of the pandemic. After conducting the in-depth interviews, an attempt will be made to extract the most important data to answer the questions using the method of analysis, description and comparison