Family tourism: a New Zealand COVID-19 perspective

Abstract

Purpose – Because of COVID-19, tourist behaviour has changed with a range of trends becoming more prominent. This paper sets out to explain the dominance of family tourism in New Zealand's domestic markets and the trends associated with it. Design/methodology/approach – This paper is based upon secondary data from academic literature, industry reports, news media and webinars associated with New Zealand during COVID-19, starting in March 2020. Findings – The paper explains the rise of family tourism in New Zealand during COVID-19 based upon the consumer behaviour trends of: (1) Simplicity: In search of slow; (2) Mercurial consumption; (3) Localism; (4) Staycation; (5) Healthy habits; and (6) Is it safe to come out? Originality/value – The usefulness of this paper is derived from explaining why the rise of family tourism occurred based upon the identified trends.

Keywords

• new zealand
• covid-19
• consumer behaviour
• family tourism
• trends