ABSTRACT
This study on China's travel and tourism trends aims to explore the changes that are needed in response to the COVID-19 pandemic. Adopting a quantitative method, this pioneering investigation collected data by distributing online questionnaires through Questionnaire Star software and distributed via the social media platforms, WeChat and QQ. The questionnaire was conducted from August to September 2021, and a total of 410 questionnaires were collected. The frequency analysis method is used to analyze the data. The results show that Chinese travelers are more prone to reliable, familiar, and predictable travel destinations in terms of demand evolution. Furthermore, the importance of health and hygiene has increased significantly due to the impact of the COVID-19 pandemic. Moreover, the unforeseeable wide spread of the virus has promoted technological innovation and digital transformation. Conclusions show that Chinese travelers’ behavioral awareness has largely improved with a stronger focus on tourism development sustainability.
