Digital Tourism Behaviour and Platform Usage in the Post-COVID-19 Era

Abstract

This study examines digital tourism behaviour in the post-COVID-19 era, focusing on changes in the use of online tourism platforms from a user perspective. The study applies the Uses and Gratifications Theory to understand motivations influencing engagement with digital tourism services. A quantitative survey design was used, with data collected from 204 respondents. The study compares pre-pandemic and post-pandemic patterns of digital platform use for tourism-related activities. Descriptive analysis and correlation tests were used to examine the relationship between user gratifications and engagement with digital tourism platforms. The findings indicate that the COVID-19 pandemic substantially increased reliance on digital platforms for tourism search and planning. Informational, emotional, social, and tension-release gratifications were found to be positively associated with the use of digital tourism platforms in the post-pandemic period. The results also show a shift in user perceptions toward greater acceptance of digital tools for travel-related decision-making. The study concludes that digital tourism platforms have become an important component of post-pandemic travel behaviour, and understanding user motivation provides useful insights for improving digital tourism services and enhancing user experience in the evolving tourism industry.This study extends the application of Uses and Gratifications Theory to the post-COVID-19 tourism context by comparing digital tourism behaviour before and after the pandemic. It provides empirical evidence on the motivations driving engagement with digital tourism platforms and offers insights that can help tourism stakeholders improve digital services and enhance user experiences.