Effect of the COVID-19 global pandemic on tourists’ preferences and marketing mix of accommodation facilities – case study from Czech Republic

Institute of Technology and Business in České Budějovice, Faculty of Corporate Strategy, Department of Tourism and Marketing, Nemanická 436/7, České Budějovice, Czech Republic

^* Corresponding author: dusek@mail.vstecb.cz

Abstract

Research background: Two related effects of the COVID-19 global pandemic on tourism and hospitality in the Czech Republic are already evident for the upcoming summer months. In the first place, it is the effect on the Czech tourists’ preferences. The pandemic forced them to reconsider their plans and, as a result, it is evident that more tourists will spend summer only in the Czech Republic. This change in preferences is connected with a second effect, concerning the strategies of the domestic accommodation facilities - their managers should adapt marketing mix to meet the demand of Czech clients, because unlike the previous years, these tourists will become their main target group.

Purpose of the article: The aim of the paper is to identify the preferences for summer holiday in 2020 of the Czech tourists who have decided to spend summer holiday only in the Czech Republic because of the COVID-19 global pandemic as well as to find out their wants in terms of accommodation facilities’ marketing mix.

Methods: During spring 2020, a survey of 637 respondents was conducted to determine the preferences of the Czech tourists for summer holiday in 2020. This paper is focused on the analysis of data from respondents who decided to spend this year’s summer holiday only in the Czech Republic (a total of 202 respondents).

Findings & Value added: Based on the results, we will define findings for accommodation facilities regarding the possible update of marketing mix to meet the actual demand of Czech tourists.