Resebeteenden under COVID-19 : En kvalitativ studie om COVID-19 påverkan på svenska konsumenters resebeteenden

Sammanfattning: This study is about Swedish consumers' travel behavior and how they approach travel during the ongoing pandemic COVID-19. The study examines how COVID-19 has affected Swedish consumers thoughts about travel, what factors affect Swedish consumers travel behavior during a pandemic and what attitudes Swedish consumers have to travel during COVID-19. In order to get answers to the present purpose and question, this study has been based on a qualitative method where semi-structured interviews have been conducted with 12 respondents who have some kind of connection to travel. The theoretical framework of the study is based on the Theory of planned behavior and concepts as crises and risks, risk perception, the role of the media in crises. The results showed that swedish consumers follow authorities recommendations and restrictions to avoid risks that may arise in connection with COVID-19. The results also show that swedish consumers perceive risk as something negative and that COVID-19 is more or less is perceived as a risk. Consumers feel that media and news updates causes concern through scary headlines. But at the same time, they have helped consumers to form their own perceptions. The swedish consumers travel behavior has changed as the results also show that swedish consumers follow the travel advice of the authorities.