Societal Changes Due to “COVID-19”. An Analysis of the Tourism Sector of Galicia, Spain

With the outbreak of the COVID-19 pandemic, an unprecedented global health and economic crisis started. This situation has had a devastating effect on all economic and social sectors, provoking either a decrease or cessation of business or profound changes in life habits. One of the most affected industries has been tourism, due to the resulting travel restrictions and a sharp drop in demand among travellers as well as temporary hotel and restaurant closures. Thus, the primary purpose of this study is to analyse the changes during the pandemic in individual consumers’ behaviour patterns in the tourism sector. Predictive market research techniques through quantitative analysis were carried out via surveys (n = 712). One of the more significant findings to emerge from this study is that recollection of these times will be in people’s minds for a long time after the pandemic. Notably, tourists will reward safety over leisure and will continue to undertake independent tours with their own vehicles. Findings also proved—and for the tourism sector this is good news—that travellers’ trust will be rebuilt, and tourists will be travelling again.