| Abstract [eng] |
56 pages, 16 tables, 7 figures, 127 references. The main aim of this master thesis is to analyze the influencing factors of the COVID-19 epidemic on tourism sector in China,[based on consumers’ attitudes and behaviors. Do I need to add this after in China] and to evaluate how consumers’ attitudes and behaviors towards the tourism sector development in China. The Master thesis consists of three main parts: the literature review, the research methodology and relevant results, as well as a conclusion and recommendations. Literature analysis reviews the basic concepts of tourism sector, and its development and tourism form. Besides, it also presents the definition and structure of tourism supply chain, and how the COVID-19 epidemic influences on the four components of tourism supply chain. In addition, theory of planned behavior (TPB) framework has also be introduced from its importance and influencing factors. In addition, the direct and indirect influencing factors of COVID-19 on tourism sector development are also summarized and analyzed, as well as analyzes the how tourism sector and its development affected by COVID-19. The results of the research were statistically analyzed by using the SPSS programme batch. We adopted Cronbach’s Alpha[Do I need to say other method (regression, but then the summary gonna be over a page ][It is ok.] coefficient to ensure the reliability of the study and the alignment of the Likert scale questions. In general, it was over 0.6 of all scale questions which indicates that the all dimensions were consistent. Moreover, the performed research proved that the direct and indirect factors of COVID-19 epidemic has all affected the tourism behavior of respondents, and also revealed that respondents had a positive attitude to the tourism sector development in China. The conclusions and proposal concluded the main concepts of literature analysis and research results. The author believes that the paper can be used as a guideline to other authors who also consider the consumers’ tourism behavior when analyzing the impacts of COVID-19 and can provide suggestions to suppliers, tour operators and governments. |
