ASSESSING THE IMPACT OF COVID 19 ON THE TOURISM INDUSTRY: A CONSUMER PERSPECTIVE
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Abstract
Corona virus originated from Wuhan city China has proliferated in such a way that it has made its presence in almost every country. This virus has impacted every industry such as manufacturing, service industry etc. It has put a great dent in the tourism and travel industry. It is assumed that tourism and travel can take a long time to recover. This impact of this varus has resulted in millions of job losses and took economy in negative figures. India, which was once considered to be the largest growing economy, has seen a double-digit negative growth. The objective of this paper is to find the impact of pandemic on tourism industry. An extensive literature review resulted in three dimensions of microenvironment which have suffered in tourism industry. Results showed that the scale is reliable and valid. Pandemic has resulted in un-employment, reduced income of tourism and reduced traveller preference etc. Hypotheses were tested by calculating correlation coefficient, which showed that there is significant relationship among factors. This study will help managers and policy makers to make projections for profit margins and to build strategies to overcome the negative effect of pandemic on tourism.
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