A two-dimensional approach to travel motivation in the context of the COVID-19 pandemic

Travel motivation has been discussed as an important topic in the tourism crisis literature. However, previous studies have largely focussed on demotivational factors in the context of crises. This study explores motivators and demotivators to travel during the COVID-19 pandemic. By interviewing potential tourists and tourism destination managers, this study finds evidence for a need of a two-dimensional reasoning that draws on Herzberg’s two-factor theory to understand and restore travel motivation during a lingering global health crisis. Primary travel motives in the context of COVID-19 include the socio-psychological needs for mental wellbeing and social connectedness. Health and safety risks and risk of the travel experience represent dominant travel demotivators. However, tourists are somewhat resilient and employ risk reduction strategies during travel. This study contributes to the tourism crisis literature by uncovering tourists’ needs in the context of an ongoing global health crisis.