Sánchez-Sánchez, Ma ía Dolo es; de Pablos He ede o, Ca men; Mon es Bo ella,
José Luis
A icle
Di ec and mode a ing e ec s o COVID-19 on cul u al
ou is sa is ac ion
Eu opean Resea ch on Managemen and Business Economics (ERMBE)
P o ided in Coope a ion wi h:
Eu opean Academy o Managemen and Business Economics (AEDEM), Vigo (Pon e ed a)
Sugges ed Ci a ion: Sánchez-Sánchez, Ma ía Dolo es; de Pablos He ede o, Ca men; Mon es Bo ella,
José Luis (2024) : Di ec and mode a ing e ec s o COVID-19 on cul u al ou is sa is ac ion,
Eu opean Resea ch on Managemen and Business Economics (ERMBE), ISSN 2444-8834, Else ie ,
Ams e dam, Vol. 30, Iss. 1, pp. 1-10,
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Di ec and mode a ing e ec s o COVID-19 on cul u al ou is sa is ac ion
Ma ía Dolo es S´
anchez-S´
anchez
a
,
*
, Ca men De-Pablos-He ede o
b
, Jos´
e Luis Mon es-Bo ella
a
a
Applied Economy, Rey Juan Ca los Uni e si y, Mad id 28032, Spain
b
Business O ganiza ion, Rey Juan Ca los Uni e si y, Mad id 28032, Spain
ARTICLE INFO
JEL Classi ica ion:
C3
M3
Z3
Keywo ds:
COVID-19
Cul u al ou ism
S uc u al equa ions
Tou is sa is ac ion
ABSTRACT
This pape p oposes a model o de e mine he di ec and mode a ing e ec s o COVID-19 on he o e all sa is-
ac ion o cul u al ou is s wi h he he i age des ina ion isi ed. The hypo heses pu o wa d in he model ha e
been es ed employing non-linea s uc u al equa ion models (SEM), es ima ed wi h da a om he Residen
T a el Su ey o he Na ional S a is ics Ins i u e (NSI), on domes ic demand o cul u al ou ism in Spain. The
da a analyzed co e s bo h a p e-co id and pandemic pe iod, om Janua y 2019 o Sep embe 2021. The esul s
con i m ha COVID-19 signi ican ly impac ed he dec ease in cul u al ou is s’ sa is ac ion wi h he isi . I
highligh s he nega i e ela ionship be ween cul u al ou is s’ socioeconomic p o ile and sa is ac ion. This
esea ch p o ides knowledge on he impac o COVID-19 on he beha io o cul u al ou is s, wi h p ac ical
implica ions o he design o ou ism policies o he p omo ion and ma ke ing o he i age des ina ions h ough
di e en ia ed ma ke ing ha inc eases sa is ac ion o his demand segmen in c isis scena ios.
1. In oduc ion
The heal h c ises, such as he SARS ou b eak (Pine & McKe che ,
2004) o Ebola (Cahyan o, Wiblishause , Penning on-G ay & Sch oede ,
2016), e eal ha , in hese si ua ions, changes in ou is beha io and
a el demand occu in esponse o pe cei ed isks. The e is an
inc easing endency o make ewe ips, sho -s ay ips, excu sions,
and o des ina ions close o he place o esidence, wi h ips wi hin a
maximum adius o 200 km (G´
omez Escude o, 2018; UNWTO, 2009).
The COVID-19 pandemic con i ms hese ends (Obse aTUR, 2021;
S´
anchez-Ca˜
niza es, Cabeza-Ramí ez, Mu˜
noz-Fe n´
andez & Fuen es-Ga -
cía, 2021; Xu, Cong, Wall & Yu, 2021). Tou is s p e e ed na ional
des ina ions wi h a lowe ou is low, linked o he o e o na u e and
cul u e, consolida ing p oximi y ou ism (OECD, 2020; Segi u , 2020).
I leads o ou is e hnocen ism (Zenke & Kock, 2020).
The e o e, i is e en mo e necessa y o di e si y he p oduc by
p omo ing complemen a y sun and sand o e s, a ac ing cus ome s
wi h a ious mo i a ions o a el and high consump ion (P ies ley,
2007), a s a egy ha allows sus ainable ou ism and is mo e o ien ed
owa ds he income ma gin han he olume o isi o s.
Thus, he domes ic ma ke and demand segmen s wi h high pu -
chasing powe , such as cul u al ou is s, become e en mo e c i ical o
des ina ion ma ke ing in he pos -co id ou ism indus y (Du C oss,
2001; Wang, 2014).
Da a on he in e na ional ou is low o Spain in 2019 show ha he
a e age expendi u e pe pe son pe day o hose wi h a cul u al mo i-
a ion was 183 eu os compa ed o 137 eu os o hose sea ching o sun
and beach. The o al expendi u e o cul u al ou is s inc eased by mo e
han 15 %, while ha o sun and beach ou is s dec eased by 7 % (NSI,
2019). Tha allows o sus ainable ou ism ha is mo e o ien ed owa ds
he e enue ma gin han he olume o isi o s.
Visi o sa is ac ion is an essen ial a iable o ou ism sus ainabili y
and compe i i e ad an age o des ina ions (Inies a-Bonillo,
S´
anchez-Fe n´
andez & Jim´
enez-Cas illo, 2016; Ja is, S oeckl & Liu,
2016; Kozak, 2002), as well as a p edic o o ou is beha io , h ough
epe i ion o ecommenda ion o he isi o hi d pa ies (Chen & Chen,
2010). Howe e , measu ing ou is s’ sa is ac ion a e he isi is com-
plex as i is in luenced by endogenous and exogenous ac o s (Ma ínez,
2011). The la e , such as c isis scena ios, a e di icul o ou is des i-
na ion manage s o con ol.
I is he e o e essen ial o p o ide in o ma ion on he a ia ion in he
beha io o he cul u al ou is , be o e and du ing he pandemic, o he
agen s in ol ed in he ou ism managemen o cul u al des ina ions,
which will help o design and de elop speci ic ou ism p omo ion and
ma ke ing policies and ac ions, as well as i s e i o ial sus ainabili y and
compe i i eness wi hin he ou is ma ke (DNA, 2020).
This pape aims o analyze he in luence o COVID-19 on he o e all
sa is ac ion wi h he des ina ion isi ed by Spanish cul u al ou is s. To
* Co esponding au ho .
E-mail add ess: [email p o ec ed] (M.D. S´
anchez-S´
anchez).
Con en s lis s a ailable a ScienceDi ec
Eu opean esea ch on managemen and business economics
jou nal homepage: www.else ie .es/e mbe
h ps://doi.o g/10.1016/j.iedeen.2023.100238
Recei ed 11 July 2022; Recei ed in e ised o m 18 Decembe 2023; Accep ed 19 Decembe 2023
Eu opean Resea ch on Managemen and Business Economics 30 (2024) 100238
2
his end, an examina ion is made o he key ac o s ha can in luence i ,
as well as he mode a ing ole o COVID-19 in i s ela ions. The aim is o
unde s and he impo ance ha Co id-19 can ha e as a de e mining
ac o wi h espec o he deg ee o sa is ac ion o ou is s wi h he
des ina ion and i is based on he need o analyze how his change in
hei beha io can in luence he cu en and u u e con ex o ou ism
(Zenke & Kock, 2020).
This esea ch p oposes and es ima es a s a is ical model, by means o
s uc u al equa ion modeling (SEM), wi h wo ime pe iods, p e- and
pos -pandemic, o assess di e ences in ou is sa is ac ion. A model
based on he heo y ha explains he a iables ha would in eg a e he
cus ome expe ience (Ga du˜
no & Cisne os, 2018; Hombu g, Jozi´
c &
Kuehnl, 2017), ela ing i o he use o expe ience o ou ism con-
sump ion (Lonˇ
ca i´
c, Pe iˇ
si´
c P odan & Dlaˇ
ci´
c, 2019) and sa is ac ion
wi h he objec o consump ion, he des ina ion.
The empi ical analysis has been ob ained om he da a on cul u ally
mo i a ed ou ism demand om he Residen T a el Su ey conduc ed
pe iodically by he Na ional S a is ics Ins i u e (NSI).
This esea ch has wo main con ibu ions. The s udy demons a es
he e ec o COVID-19 on o e all isi o sa is ac ion. Fu he mo e, i
builds a model as a me hodological solu ion, p o iding an empi ical
basis o measu e he in luence o a iables associa ed wi h disas e o
c isis scena ios on he gene al sa is ac ion o ou is s.
The knowledge gene a ed by his s udy, h ough he analysis o he
ou ism expe ience o he demand, is a necessa y s ep o p o ide in-
o ma ion o he i age des ina ions in managing o hei esilience and
compe i i eness in scena ios o c isis and unce ain y. O e all ou is
sa is ac ion is ela ed o he posi ioning and compe i i eness o des i-
na ions wi hin he ou ism o e , since i inc eases he low o isi o s
(De esa Fe n´
andez, Laguna Ga cía & Palacios Picos, 2008; Kim, Cheng
& O’Lea y, 2007).
The s uc u e o he s udy s a s wi h a e iew o he ele an li e -
a u e in suppo o he hypo heses o mula ed in he p oposed heo e -
ical model. Nex , he esea ch me hods and he esul s ob ained om he
s uc u al equa ion model a e analyzed. Finally, he a icle concludes
wi h a discussion and es ablishes he s udy’s conclusions, i s heo e ical
and p ac ical con ibu ions, limi a ions, and u u e lines o esea ch.
2. Concep ual amewo k
Nex , he concep ual ounda ions o he di e en ac o s ha in lu-
ence he sa is ac ion o he cul u al ou is a e e iewed, ocusing on he
a iables in he Residen Su ey (NSI) explo ed in he p oposed model.
A sys ema ic e iew o he scien i ic p oduc ion on he subjec in he
da abases has been ca ied ou o syn hesize he con ibu ion o
knowledge o he a iables ha in luence he sa is ac ion o cul u al
ou is s. Web o Science and Scopus da abases we e consul ed, using he
keywo d: ou is sa is ac ion. The e iew was conduc ed om 2000 o
he p esen , selec ing 25 a icles di ec ly ela ed o his esea ch. Table 1
below shows he en mos ele an con ibu ions o he a iables used
and hei jus i ica ion in he e iewed li e a u e.
2.1. Va iables in luencing cul u al ou is sa is ac ion
In he case o ou is s, hei sa is ac ion is de e mined by a g oup o
ac i i ies-expe iences ha ha e p o en posi i e no only du ing hei
s ay a he des ina ion bu also du ing he p epa a ion o he ip. In his
way, he inal sa is ac ion would be a se o se e al g a i ying ac ions
ha occu a di e en imes du ing he ip, including du ing he o ga-
niza ion be o e i e en akes place. As a esul , sa is ac ion will depend
on bo h he expec a ions o he consume s- isi o s and he e alua ion
hey make o he expe iences wi h he p oduc -des ina ion once i has
been “consumed” (Ko le , C´
ama a, G ande & C uz, 2000; Mkono, 2016).
To he abo e, we mus add ha in he ou ism sec o , we need o
include bo h angible and in angible elemen s ha in luence sa is ac-
ion. Among he i s g oup a e he des ina ion’s ou ism esou ces,
in as uc u e, accessibili y, e c. The in angible elemen s include he
emo ions ou is s expe ience, he pe cei ed quali y o se ices, and he
le el o compliance wi h expec a ions (G´
omez Pa i˜
no, 2012). These
ac o s a e di icul o quan i y bu can ha e a much g ea e in luence on
he sa is ac ion o ou is s han he angible elemen s (Bou deau, 1985;
Picos & Fe n´
andez, 2005).
The e o e, sa is ac ion would be a b oade concep ha is no only
a ec ed by bene i s- ewa ds bu also by consume - ela ed ac o s (cul-
u al, pe sonal, o expe ien ial elemen s) and si ua ional ac o s ha a e
beyond he con ol o he se ice p o ide (De esa Fe n´
andez e al.,
2008; Zei haml & Bi ne , 2002).
In sho , di e en a iables ha e an in luence on he ul ima e sa is-
ac ion o ou is s, such as hose ela ed o he socioeconomic p o ile o
he isi o (Valls, 2003), hei main mo i a ion o a el (Yoon & Uysal,
2005) o hose in insic o he des ina ion i sel (Chen & Chen, 2010).
Following se e al s udies ha di ide he ac o s in luencing ou is
consump ion beha io in o in e nal and ex e nal ac o s (Bign´
e & Zo io,
1989; Ma ínez, 2011), his esea ch classi ies hese a iables in o wo
g oups: endogenous and exogenous. Thus, endogenous a iables a e
hose de i ed om he di e en a ibu es o he cul u al ou is , such as
cul u al le el, sex, o age, and exogenous a iables a e hose connec ed
wi h he ou is ’s own consump ion expe ience a he des ina ion,
including indica o s ela ed o he o ganiza ion o he ip and ac i i ies
ca ied ou , p esen in he Residen s’ Su ey (NSI, 2016).
2.1.1. Endogenous a iables ela ed o he ou is a ibu es
Age is essen ial wi hin sociodemog aphic a iables. Va ious au ho s
no e ha he age segmen o he cul u al ou is is be ween 25 and 55
yea s, wi h he age ange o 30–44 yea s- making he mos ips, mainly
due o economic s abili y and amily independence (La a de Vicen e &
L´
opez, 2004; Pulido-Fe n´
andez & S´
anchez, 2010; Royo & Se a ols,
2005; Valls, 2003).
Conce ning cul u al mo i a ion acco ding o age, he la es esea ch
conduc ed in he ci y o Mad id (Spain) concludes ha he e a e di -
e ences be ween ou is s o e 45 yea s compa ed o hose be ween 18
and 44 yea s, he i s being hose wi h lowe le els o mo i a ion
(Bau is a, Ma ín, Fe n´
andez & Da Sil a, 2015).
Gende is one o he pe sonal cha ac e is ics o he ou is high-
ligh ed in he li e a u e. I a ec s he pe cep ion o he des ina ion and
he mo i a ions o isi i , as e idenced by se e al s udies ha poin o i
as a disc imina ing ac o in he clien ’s pe cep ion, o en being mo e
posi i e on he pa o he woman (Callan & Bowman, 2000). I would
Table 1
S udies on a iables ha a ec ou is sa is ac ion.
Au ho s Yea S udy a iables
SOCIO DEMOGRAPHIC PROFILE
Hue e-Alcoce , L´
opez-Ruiz &
G igo escu
2019 Le el o educa ion, p o essional s a us and
household income
Bau is a, Ma ín, Fe n´
andez
& Da Sil a
2015 Age and sex
Pulido-Fe n´
andez & S´
anchez 2010 Age
Royo & Se a ols 2005 Age and le el o educa ion
La a de Vicen e & L´
opez-
Guzm´
an
2004 Age and le el o educa ion
Callan & Bowman 2000 Sex
ACTIVITIES
Alcoba, Mos ajo, Pa as, &
Eb on
2017 Ac i i ies
Ko le , C´
ama a, G ande &
C uz
2000 Ac i i ies
TRAVEL ORGANIZATION
Hui, Wan & Ho 2007 T a el o ganiza ion
Kozak 2002 T a el o ganiza ion
Sou ce: Own elabo a ion.
M.D. S´
anchez-S´
anchez e al.
Eu opean Resea ch on Managemen and Business Economics 30 (2024) 100238
3
also exe some signi ican in luence on he mo i a ions since women,
when hey isi a des ina ion, p esen mo i a ions mo e ela ed o
knowledge han men (Gil, Bee li & De Le´
on, 2012). Howe e , o he
au ho s do no show signi ican di e ences be ween he sexes abou
hei cul u al mo i a ion o sa is ac ion wi h he des ina ion’s esou ces
o in as uc u es (Bau is a e al., 2015).
The educa ional le el o cul u al ou is s is high, wi h uni e si y o
seconda y s udies, as shown by se e al ypes o esea ch (La a de
Vicen e e al., 2004; Royo & Se a ols) and ield s udies de eloped in
di e en Spanish ci ies (T oi i˜
no e al., 2000). This le el o s udies would
posi i ely impac sa is ac ion by p o iding a be e unde s anding and
in e p e a ion o he cul u al esou ces isi ed. A he same ime, ha ing
highe educa ion would ha e a highe le el o demand on he pa o he
ou is , which has a decisi e in luence on hei sa is ac ion (Valls, 2003).
2.1.2. Exogenous a iables ela ed o he ou ism expe ience
Linked o he in luence o he a iables ela ed o he ou is ’s
expe ience (among which would be hose conce ned wi h he o gani-
za ion o he ip and he ac i i ies ca ied ou ) and hei deg ee o
sa is ac ion, se e al s udies analyze he posi i e ela ionships in a cul-
u al des ina ion be ween he quali y o he ou is expe ience and
sa is ac ion o he des ina ion (Chen & Chen, 2010). This s udy em-
phasizes ha i subs i u es he a iables ela ed o he quali y o se ice
o he quali y o he expe iences o explain he deg ee o sa is ac ion as
i conside s ha his a iable be e explains exis ing ela ionships in he
case o cul u al ou ism.
The expe iences li ed a he des ina ion, h ough he ac i i ies ca -
ied ou , a e one o he aspec s ha he ou is will alue once he ip is
o e , compa ing i wi h he p ojec ed expec a ions, esul ing in hei
deg ee o sa is ac ion (Ko le e al., 2000). The clien s –and he ou is
wi h e en mo e in ensi y, due o he na u e o ou ism– seek expe iences
ha comple e hei iden i y, so i is essen ial o gene a e sa is ac ion ha
hese expe iences a e au hen ic, no a i icial. Thus, as poin ed by
Alcoba, Mos ajo, Pa as and Eb on (2017), no always he p ice o quali y
will be he mos impo an , bu he c ea ion o alue eme ged om he
quali y o expe iences.
O he wo ks highligh ha he abili y o he des ina ion o p o ide
he isi o wi h an expe ience acco ding o hei expec a ions and needs
will gene a e a g ea e o lesse le els o sa is ac ion o he ou is o-
wa ds he des ina ion (Yoon & Uysal, 2005).
The ou is ’s expe ience a he des ina ion is also in luenced by he
deg ee o which he ip is o ganized. The da a o he su ey objec o
his s udy on he o ganiza ion o he ip, on he pa o he in e nal
demand o cul u al ou ism, show ha ou is s ha dly use he s anda d
o ganized ips ( ou is packages) in hei ips in Spain, p edominan ly
he o ganiza ion o ips akes place in an independen way (NSI, 2019).
This is explained by he ac ha as he physical and cul u al dis ance
be ween o igin and des ina ion inc eases, he use o package ou s in-
c eases (Calle & Ga cía, 2010). The e o e, he deg ee o o ganiza ion o
he ip can also in luence he way o "li ing" he des ina ion isi ed.
Based on he heo e ical ounda ions exposed in he li e a u e, he
ela ionships o sa is ac ion wi h socio-demog aphic ac o s (age, edu-
ca ion, gende …), a el a ibu es ( ype o accommoda ion and ans-
po , exis ence o no o ad ance bookings…) and he ac i i ies ca ied
ou a he des ina ion we e es ablished o e i y hei in luence on
sa is ac ion.
S´
anchez-S´
anchez, De Pablos-He ede o and Mon es-Bo ella (2021)
p opose and alida e he ollowing hypo heses:
H1.T a el o ganiza ion in luences he o e all sa is ac ion o he cul u al
ou is .
H2.The socio-demog aphic p o ile o cul u al ou is s in luences hei
o e all sa is ac ion.
H3.The ac i i ies ca ied ou a he des ina ion in luence he sa is ac ion o
he cul u al ou is .
De i ed om he gene al objec i e o his s udy, o analyze he in-
luence o COVID-19 on he o e all sa is ac ion o Spanish cul u al
ou is s wi h he des ina ion isi ed, and i s ela ionships wi h o he
ac o s in he de ini ion o hei beha io , he model o cul u al ou is
sa is ac ion published by S´
anchez-S´
anchez e al. (2021) is applied,
inco po a ing he a iable COVID-19.
The e o e, he aim is o con i m whe he he model o
S´
anchez-S´
anchez e al. (2021) beha es in he same way in he ace o an
un o eseen scena io, such as a pandemic, and p omo es unexpec ed
changes in he usual beha io o he cul u al ou is .
2.2. Impac o COVID-19 on ou is beha io
The COVID-19 epidemic has led o signi ican changes in he
beha io o ou is s (Kock, No el , Josiassen, Assa & Tsionas, 2020;
Lee, 2020; Wang, Wong & Na ayanan, 2020). On he one hand, hose
esul ing om limi a ions on in e na ional ou ism lows imposed by
coun ies h ough lockdowns and qua an ines (Muhammad e al., 2020).
On he o he hand, he unc ional adap a ion o ou is s (Kock, Josiassen
& Assa b, 2019) o he new heal h si ua ion by mi iga ing he pe cei ed
isk o a el due o ea o con agion (Neubu ge & Egge , 2020).
The pandemic has caused a pa adigm shi in ou is beha io ,
esul ing in new pa e ns ha ha e become en enched (Zenke & Kock,
2020). Tou is s demand close des ina ions, wi h ou doo ac i i ies and
social dis ancing (Nanni & Ulqinaku, 2021). As well as a p e e ence o
o ganized a el and a el insu ance ha gua an ees las -minu e can-
cella ions (Kock e al., 2020).
The e o e, he ollowing hypo hesis is pu o wa d:
H4.COVID-19 in luences he ac i i ies unde aken in he des ina ion by he
cul u al ou is .
The pandemic could also in luence cul u al ou is sa is ac ion o
di e en ex en s depending on socio-demog aphic cha ac e is ics.
Humagain and Single on (2021), ha e s udied ha highe - isk g oups
such as olde people, people wi h illnesses, p egnan women o people
a elling wi h child en we e mo e sa is ied wi h he isi i he des i-
na ion implemen ed an i-COVID-19 measu es because hey pe cei ed
highe sa e y.
As a esul o he abo e, he ollowing hypo hesis is pu o wa d:
H5.COVID-19 in luences he socio-demog aphic p o ile o he cul u al
ou is .
A e he pandemic, i is expec ed ha o -season a el will inc ease,
ac i i ies will dec ease o isi a ion op ions will expand o a oid o e -
c owded des ina ions (Wen, Kozak, Yang & Liu, 2020). Ai a el will be
less equen and he e will be a p e e ence o a el by own ehicle (De
Haas, Fabe & Hame sm, 2020; Shamshi ipou , Rahimi, Shabanpou &
Mohammadian, 2020).
Heal h sa e y and cleanliness will play an impo an ole in he
choice o des ina ions in he u u e (Higgins-Desbiolles, 2020).
The e o e, he ollowing hypo hesis is pu o wa d:
H6.COVID-19 in luences he o ganiza ion o a el.
2.3. The e ec o COVID-19 on ou is sa is ac ion
In he ou ism con ex , ou is s’ o e all sa is ac ion de i es om he
a ing gi en o he a ibu es o he des ina ion isi ed, including bo h
angible a ibu es ( ou is esou ces, accommoda ion, sa e y, e c.) and
in angible a ibu es (a i ude o he local popula ion, e c.).
Sa is ac ion is he e o e he e alua ion o he ou ism expe ience a
he des ina ion (Chi & Qu, 2008; Chi, Lee, Ahn & Kia kawsin, 2020),
which depends on bo h posi i e and nega i e emo ions expe ienced
du ing he ip (Pes ana, Pa ei a & Mou inho, 2020).
The a ious measu es implemen ed in ou is des ina ions du ing he
M.D. S´
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COVID-19 pandemic, such as educed capaci y a ou is a ac ions o
main ain a sa e dis ance o es ic ions on he se ices p o ided by ac-
commoda ion, a e new expe iences ha can in luence sa is ac ion. Thus,
he ollowing hypo hesis is ad anced:
H7.COVID-19 in luences he o e all sa is ac ion o cul u al ou is s.
2.4. Mode a ing e ec o COVID-19
This s udy inco po a es COVID-19 as a mode a ing a iable
compa ing wo ou ism con ex s: p e-COVID-19 and pandemic, as i
could condi ion ou is beha io , modi ying i (Humagain & Single on,
2021).
Due o he impo ance o analyzing changes in ou is beha io
esul ing om he pandemic (Zenke & Kock, 2020), he p esen
esea ch ocuses on changes in ac o s a ec ing he o e all sa is ac ion
o cul u al ou is s. To his end, i analyses he exis ence o no o
COVID-19 as a mode a o in he ela ionships be ween he h ee exog-
enous a iables o he model and cul u al ou is sa is ac ion. The
ollowing hypo heses a e p oposed:
H8.COVID-19 plays a mode a ing ole in he ela ionship be ween he
socio-cul u al p o ile o cul u al ou is s and hei o e all sa is ac ion.
H9.COVID-19 plays a mode a ing ole in he ela ionship be ween ac i -
i ies ca ied ou in he des ina ion and he o e all sa is ac ion o he cul u al
ou is .
H10.COVID-19 plays a mode a ing ole in he ela ionship be ween he
deg ee o o ganiza ion o he a el and he o e all sa is ac ion o he cul u al
ou is .
2.5. P oposed concep ual model
Based on he heo e ical ounda ions se ou abo e, we ha e iden i-
ied hose a iables om he Residen T a el Su ey ques ionnai e
which a e conside ed o in luence he beha io o cul u al ou is s in
cul u al des ina ions. Subsequen ly, he concep ual model and i s sys em
o in e dependen ela ionships has been se ou wi h he speci ic e ec s
ha can be seen in Fig. 1.
The 5 ac o s included in he p oposed model comp ise COVID-19,
he o e all sa is ac ion wi h he cul u al ou is ’s ip, his/he socio-
cul u al p o ile, he o ganiza ion o he a el and he ac i i ies unde -
aken a he des ina ion. The hypo he ical associa ions a e es ablished
be ween he ou independen a iables conce ning p o ile, o ganiza-
ion, ac i i ies and COVID-19, he dependen a iable (o e all sa is ac-
ion o he cul u al ou is ) and he mode a o a iable (COVID-19).
All ac o s a e in eg a ed and measu ed by di e en indica o s. 8
indica o s o he socio-cul u al p o ile (age, sex, le el o educa ion,
p o essional s a us, economic ac i i y, household income, au onomous
communi y o esidence and numbe o household membe s)
(S´
anchez-S´
anchez e al., 2021).
19 indica o s make up he a el o ganiza ion ac o , g ouped by
des ina ion, ype o ip, se ices used and bookings made, and 5 in-
dica o s o he ac i i ies ac o (cul u al isi s, a endance a cul u al
shows, o he cul u al ac i i ies, isi ing ci ies and gas onomic ac i -
i ies) (S´
anchez-S´
anchez e al., 2021) O e all sa is ac ion is composed o
a single indica o (S´
anchez-S´
anchez e al., 2021) as i is he case o he
COVID-19 ac o . This makes a o al o 34 indica o a iables p esen in
he model.
3. Me hodology
3.1. Da a
The es ima ion o he model and he hypo heses pu o wa d ha e
been empi ically es ed using da a ob ained om he Residen T a el
Su ey o he Na ional S a is ics Ins i u e (NSI), o he s udy o ou is
ips and excu sions in Spain made by he esiden popula ion. The
Residen T a el Su ey allows, among o he a iables, o ob ain com-
ple e in o ma ion on he a ele ’s p o ile, a el ypology o mo i a ion
(Ca e a & Bes, 2021; P ado-Mascullano, 2013). The da a used we e
hose whose main mo i a ion o he ip was cul u al.
To measu e he deg ee o sa is ac ion, he ques ionnai e es ablishes a
Like - ype scale o 10 poin s anging om 1 ( o ally dissa is ied) o 10
( o ally sa is ied) (NSI, 2016).
The s udy pe iod analyzed uns om Janua y 2019 o Sep embe
2021. The sample size is n =9789. O hese, 6421 su eys we e con-
duc ed be o e Co id-19 and 3368 du ing he pandemic. Table 2 shows
hei main cha ac e is ics.
Fig. 1. P oposed model. Sou ce: Own elabo a ion.
Table 2
Cha ac e is ics o he sample.
Type o su ey Con inuous on a qua e ly basis.
Popula ion
scope
Popula ion aged 15 and o e esiding in he main amily
dwelling.
A ea The en i e na ional e i o y.
Re e ence pe iod Mon hly.
Sample size A ound 16,400 in e iews conduc ed each mon h.
Da a collec ion Telephone in e iews and, in some cases, pe sonal in e iews.
Sou ce: Na ional S a is ics Ins i u e (2021).
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3.2. Da a analysis
The applied esea ch amewo k aims o show he causal ela ion-
ships be ween he ollowing six ac o s o la en a iables: socioeco-
nomic and cul u al p o ile o he ou is , a el o ganiza ion, ac i i ies
unde aken a he des ina ion, COVID-19 and o e all sa is ac ion wi h
he des ina ion o ype o des ina ion, es ima ed by means o a non-
linea s uc u al equa ion model (SEM, S uc u al Equa ions Model-
ling). The COVID-19 disease has been in oduced in o he model as a
dummy a iable.
The choice o using s uc u al equa ions as a me hodology de i es
om he explo a o y na u e o his esea ch, as i is pa icula ly use ul
o analyzing ela ionships be ween la en a iables ( heo e ical con-
cep s) and indica o s (empi ical concep s) ela ed h ough hypo heses in
p edic ion-o ien ed esea ch (Henlein & Kaplan, 2004). I is he e o e a
sui able ool o e ealing causal ela ionships be ween concep s in
empi ical social science esea ch, which uses indica o s o es ablish
ela ionships.
Se e al empi ical s udies in ou ism ha e analyzed he causal e-
la ionships be ween a ious ac o s and sa is ac ion using s uc u al
equa ions (Chi & Qu, 2008; Domínguez, Camu˜
nez, P´
e ez & Gonz´
alez,
2017; Eusebio & Viei a, 2011; Yoon & Uysal, 2005). Howe e , acco d-
ing o he e iew o he scien i ic li e a u e, he models published o da e
a e linea and he e o e do no e lec he ac ual beha io o he ela-
ionship be ween he a iables.
To es ima e he model pa ame e s, he s a is ical so wa e Wa pPLS
7.0 (Kock, 2019) was used, which allows he es ima ion o non-linea
e ec s o es he ull ange o ela ionships be ween ac o s, allowing
a close app oxima ion o eali y. The pa ame e alues we e ob ained
by boo s ap (E on & Tibshi ani, 1993) wi h 100 samples o a size equal
o he sample size n =9791.
Thei choice o he es ima ion o he model was based on he
ollowing assump ions: he modeling o he in es iga ed p oblem is in an
eme ging s a e; he minimum equi emen s o PLS wi h espec o
sample size; he accu acy o he p edic ion; and low equi emen s,
compa ed o o he echniques, conce ning he mul i-no mali y o he
da a (J¨
o eskog & Wold, 1982; Hensele , Ringle & Sinko ics, 2009).
3.3. Es ima ion o he model and i indices
To e i y he quali y o he model, we i s analyzed he e lec i e
measu emen models ha cons i u e he di e en ac o s conside ed,
and hen he s uc u al model. The analysis o measu emen models
includes hei alidi y and eliabili y.
Table 3 shows a summa y o he alues ob ained oge he wi h he
alues o he indica o s gene ally accep ed in he li e a u e. To assess he
adequacy o he heo e ical model in ela ion o he da a collec ed in he
s udy sample, he o e all i o he o al heo e ical model was analyzed
by e alua ing he ollowing i indices (Table 3).
4. Resul s
O he ou hypo heses o he model ega ding he di ec in luence o
a ious ac o s on sa is ac ion, only one has no been con i med. Hy-
po hesis 2 (H2) has no been con i med (p =0.23) a he 95 % con i-
dence le el, sligh ly lowe a a ound 77 %. The e o e, he socioeconomic
p o ile o he cul u al ou is would no signi ican ly a ec his o he
o e all sa is ac ion (H2). In hypo hesis 1 (H1), he sign o he coe icien
(β= − 0.02) indica es ha he highe ce ain a iables o he a el o -
ganiza ion, he lowe he deg ee o sa is ac ion o he cul u al ou is . All
p oposed hypo heses conce ning he in luence o COVID-19, ei he
di ec ly o as a mode a o , ha e been accep ed (p<0.05).
Table 4 p esen s he esul s o each hypo hesis:
The ela ionships be ween he di e en a iables o he es ima ed
non-linea model a e desc ibed and p esen ed g aphically below
(Fig. 2). Only he e ec s o COVID-19, di ec o as a mode a ing e ec ,
a e analyzed, as he o he a iables ha e been analyzed in p e ious
publica ions (S´
anchez-S´
anchez e al., 2021).
H4.COVID-19 → Ac i i ies ca ied ou a des ina ion.
In his hypo hesis, he p esence o COVID-19 con i ms a s a is ically
posi i e and signi ican ela ionship on he ac i i ies ca ied ou by he
ou is du ing he ip (p <0.01).
The g aph shows ewe ac i i ies occu in he p e-co id pe iod han
du ing he pandemic.
H5.COVID-19 → Socioeconomic p o ile o he cul u al ou is
The cu e in Fig. 3 shows an in e ed U-shape o he associa ion
be ween COVID-19 and he ype o socio-cul u al p o ile o he ou is .
In he absence o low le els o COVID-19 i s in luence on he socio-
demog aphic p o ile o he cul u al ou is is inc easing un il a
maximum om which, and al eady in he pandemic, i p og essi ely
dec eases.
H6.COVID-19 → T a el o ganiza ion
COVID-19 has a signi ican and nega i e e ec on a el o ganiza ion
(Fig. 4). Thus, he highe p esence o COVID-19 would be associa ed
wi h a lowe g ow h in a el o ganiza ion and i s lowe incidence leads
o an inc ease in a el o ganiza ion.
H7.COVID-19 → O e all sa is ac ion
The igu e’s in e ed U-shaped cu e o he associa ion o hese wo
a iables indica es ha in he absence o low le els o COVID-19 sa is-
ac ion inc eases. In u n, in he p esence o COVID-19, sa is ac ion
dec eases (Fig. 5).
H8.Socioeconomic p o ile o cul u al ou is s→ COVID-19 → Sa is ac ion
Table 3
Model i and eliabili y indices.
Index Value Value In e p e a ion
A e age pa h coe icien (APC) APC=0.060,
P<0.001
A e age block VIF (AVIF) AVIF=1.395 Accep able i <=5, ideally
<=3.3
A e age ull collinea i y VIF
(AFVIF)
AFVIF=1.143 Accep able i <=5, ideally
<=3.3
TenenhausGoF (GoF) GoF=0.132 Small >=0.1, medium >=
0.25, la ge >=0.36
Sympson’s pa adox a io (SPR) SPR=0.900 Accep able i >=0.7,
ideally =1
R-squa ed con ibu ion a io
(RSCR)
RSCR=0.991 Accep able i >=0.9,
ideally =1
S a is ical supp ession a io
(SSR)
SSR=1.000 Accep able i >=0.7
Nonlinea bi a ia e causali y
di ec ion a io (NLBCDR)
NLBCDR=0.700 Accep able i >=0.7
Sou ce: Own elabo a ion.
Table 4
Assessmen o he hypo heses.
H1: T a el O ganiza ion → Sa is ac ion (β= − 0.02, p =0.02). Con i med
H2: Socio-demog aphic p o ile → Sa is ac ion (β=0.01, p =0.23). No con i med
H3: Ac i i ies pe o med → Sa is ac ion (β=0.02, p =0.01). Con i med
H4: COVID-19 → Ac i i ies pe o med (β=0.27, p <0.01). Con i med
H5: COVID-19 → Sociodemog aphic p o ile (β=0.07, p <0.01). Con i med
H6: COVID-19 → T a el o ganiza ion (β= − 0.13, p <0.01). Con i med
H7: COVID-19 → Sa is ac ion (β=0.02, p =0.03). Con i med
H8: COVID-19→ (Socio-demog aphic p o ile→ Sa is ac ion) (β=0.02, p=0.03).
Con i med
H9: COVID-19→ (Ac i i ies pe o med→ Sa is ac ion) (β=− 0.02, p=0.04). Con i med
H10: COVID-19→ (T a el o ganiza ion → Sa is ac ion) (β=0.02, p =0.02). Con i med
Sou ce: Own elabo a ion.
M.D. S´
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6
The esul s o he g aphs (Fig. 6-7) show ha he p esence o COVID-
19 clea ly al e s he ela ionship be ween he sociological p o ile o
cul u al ou is s and hei sa is ac ion. Whe eas unde non-pandemic
condi ions, lowe - han-a e age socio-cul u al p o iles we e associa ed
wi h inc eased sa is ac ion up o a maximum, a e which sa is ac ion
dec eased. The si ua ion unde pandemic condi ions is e e sed, and i is
obse ed ha o low alues o he socio-cul u al p o ile, sa is ac ion
dec eases as he socio-cul u al p o ile inc eases. Howe e , a e a ce ain
poin , his end is e e sed, wi h highe le els o he sociological p o ile
being accompanied by a highe le el o sa is ac ion.
H9.Ac i i ies ca ied ou → COVID-19 → Sa is ac ion
In he absence o COVID-19 he ac i i ies ca ied ou in he des i-
na ion a o he sa is ac ion o he cul u al ou is . 3 anches can be
dis inguished. A low le els o hese, sa is ac ion inc eases o each a
s a iona y le el o sa is ac ion o in e media e alues. Abo e a ce ain
h eshold, he le el o sa is ac ion inc eases signi ican ly.
On he con a y, in he p esence o COVID-19, he inc ease in ac-
i i ies is accompanied by an inc ease, albei no e y p onounced, in he
sa is ac ion o cul u al ou is s. This endency is e iden in p ac ically
he whole ange o ac i i ies, excep when hey each a no ably high
le el, whe e sa is ac ion dec eases. I is no ewo hy ha , while in he
absence o COVID-19 a high numbe o ac i i ies no ably inc eases he
sa is ac ion o cul u al ou is s, his is no he case du ing he pandemic,
showing ha he le el o sa is ac ion de i ed om he ac i i ies does no
inc ease abo e a ce ain h eshold, being, in gene al, less app ecia ed
(Figs. 8-9).
H10.Sa is ac ion → COVID-19 → T a el o ganiza ion
The g aphs (Figs. 10-11) show ha o low le els o o ganiza ion
(TRAVOR), bo h wi h and wi hou he pandemic, he e is an inc ease in
sa is ac ion (SATISFAC) o he cul u al ou is , un il a maximum alue
whe e i s a s o dec ease. Howe e , his maximum le el occu s in non-
COVID-19 imes a a lowe le el o o ganiza ion han du ing COVID-19
imes. In o he wo ds, he cul u al ou is du ing he pandemic equi es
Fig. 2. Di ec in luence o he p esence o COVID-19 (COVID) on he ac i i ies
(ACTIVIT) o he cul u al ou is (H4). Sou ce: Own elabo a ion.
In his hypo hesis, he p esence o COVID-19 con i ms a s a is ically posi i e
and signi ican ela ionship on he ac i i ies ca ied ou by he ou is du ing
he ip (p <0.01).
Fig. 3. Di ec in luence o he p esence o COVID-19 (COVID) on he socio-
demog aphic p o ile (SOCEPROF) o he cul u al ou is (H5). Sou ce: Own
elabo a ion.
Fig. 4. Di ec in luence o he p esence o Co id-19 (COVID) on he a el
o ganiza ion (TRAVOR) o he cul u al ou is (H6). Sou ce: Own elabo a ion.
Fig. 5. Di ec in luence o he p esence o COVID-19 (COVID) on he sa is ac-
ion (SATISFAC) o cul u al ou is s (H7). Sou ce: Own elabo a ion.
M.D. S´
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a highe deg ee o o ganiza ion han in he absence o he pandemic.
Howe e , in bo h si ua ions, high le els o o ganiza ion lead o a
dec ease in he le el o sa is ac ion o his ype o ou is .
5. Discussion, conclusion and implica ions
The in luence o a el o ganiza ion on o e all ou is sa is ac ion
(H1) is con i med. Thei nega i e esul does no ollow he indings o
o he s udies, conduc ed be o e he pandemic, on he posi i e in luence
o a el o ganiza ion on ou is sa is ac ion (Hui, Wan & Ho, 2007;
S´
anchez-S´
anchez e al., 2021). The mode a ing in luence o COVID-19
on he ela ionship be ween a el o ganiza ion and cus ome sa is ac-
ion (H10) also con i ms a dec ease in he le el o sa is ac ion.
Da a om he Residen T a el Su ey (NSI, 2019), on a el o ga-
niza ion, show ha cul u al ou is s ha dly use s anda dized o ganized
ips (package ou s), bu a el independen ly. Du ing he pandemic,
he use o a el agencies has inc eased due o heal h cons ain s
imposed by des ina ions and he need o mo e a el in o ma ion o
ou is s (Kock e al., 2020). The need, du ing he pandemic, o use
ou ism in e media ies in a cus ome who is used o being au onomous
Fig. 6. (Th ee-dimensional g aphic).
Fig. 7. Mode a ing in luence (H8) o COVID-19 (COVID) on he ela ionship
be ween he p o ile o cul u al ou is s (SOCEPROF) and hei sa is ac ion
(SATISFAC) be o e and a e he appea ance o COVID-19. Sou ce: Own
elabo a ion.
Fig. 8. (Th ee-dimensional g aphic).
Fig. 9. Mode a ing in luence (H9) o COVID-19 (COVID) on he ela ionship
be ween he ac i i ies o cul u al ou is s (ACTIVIT) and hei sa is ac ion
(SATISFAC) be o e and a e he appea ance o COVID-19. Sou ce: Own
elabo a ion.
Fig. 10. (Th ee-dimensional g aphic).
M.D. S´
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Eu opean Resea ch on Managemen and Business Economics 30 (2024) 100238
8
and who does no consume o ganized ips o s anda dized p oduc s
(La a de Vicen e & L´
opez-Guzm´
an, 2004), could imply a lowe deg ee o
sa is ac ion.
Associa ed wi h he abo e, i is also demons a ed ha he p esence
o COVID-19 has a di ec e ec on a el o ganiza ion (H6) leading o
less independen ip o ganiza ion by he ou is , in a o o hi ing
ou ism in e media ies (Kock e al., 2020), which leads o a change in
he beha io o he cul u al ou is and i s impac on o e all sa is ac ion
wi h he des ina ion (H10).
The in luence o he socioeconomic p o ile o he cul u al ou is in
ela ion o he deg ee o sa is ac ion (H2) is no con i med. P e ious
s udies, conduc ed in he absence o a pandemic, did con i m his ela-
ionship (Hue e-Alcoce , L´
opez-Ruiz & G igo escu, 2019;
S´
anchez-S´
anchez e al., 2021). Thus, s a ing om low le els o he
p o ile a iables, he deg ee o sa is ac ion also inc eases as hei
a e age alues inc ease.
The p esence o COVID-19 e eals ha om one poin onwa ds, i
does di ec ly impac he socioeconomic cha ac e is ics o he cul u al
ou is (H5), lowe ing he a e age alues o he p o ile. Cul u al ou is s
wi h highe p o ile a iables s op a elling. Age, in his case, would be a
a iable ha can p edic a el demand (Ka a & Mkwizu, 2020), asso-
cia ed wi h heal h isk (Ka l & Schmude, 2017).
The mode a ing in luence o COVID-19 on he ela ionship be ween
he socioeconomic p o ile o cul u al ou is s and hei sa is ac ion (H8)
also con i ms a change in he deg ee o sa is ac ion. The pandemic
causes sa is ac ion o dec ease o lowe alues o he socio-cul u al
p o ile and o inc ease o highe le els o he p o ile, he e e se o
he end in p e-COVID imes. The educa ional le el o cul u al ou is s
gains impo ance as hey gene ally ha e a highe educa ion, which al-
lows hem o access, in e p e and unde s and wha hey isi (Bou -
deau, 1985), acili a ing a highe deg ee o o e all sa is ac ion.
The ela ion be ween he highe numbe o ac i i ies unde aken and
he inc ease in sa is ac ion (H3), con i ms ha he expe iences o ou -
is s when unde aking ac i i ies in he des ina ion a e compa ed o hei
p ojec ed expec a ions, esul ing in hei deg ee o sa is ac ion (Ko le
e al., 2000). The e o e, i is essen ial o des ina ions o include a di-
e si y o ou is a ac ions and complemen a y o e s, such as inco -
po a ing na u e and u al ou ism esou ces (Williams & Buswell, 2003).
The di ec e ec o COVID-19 on he ac i i ies ca ied ou (H4) is
mani es ed in an inc ease in hese ac i i ies du ing he pandemic.
The e o e, i is wo h highligh ing he inding ha he pandemic
modi ies he beha io o cul u al ou is s, a o ing a g ea e ou is
consump ion o he des ina ion’s cul u al esou ces.
This inc ease in he numbe o ac i i ies unde aken, mode a ed by
COVID-19, also con i ms a change in he sa is ac ion o cul u al ou is s
(H9) which is no highe , as is he case in he absence o COVID-19, e en
hough he e is a conside able inc ease in he numbe o ac i i ies un-
de aken. I is e iden ha he beha io o cul u al ou is s du ing he
pandemic impac s hei ou ism expe ience. Howe e , o high le els o
ou ism consump ion in he des ina ion, i is no possible o link a highe
deg ee o pa icipa ion in cul u al ac i i ies wi h a highe le el o
enjoymen by he cul u al ou is , as has been con i med by s udies in
he absence o COVID-19 (Teo, Khan & Rahim, 2014; Van de A k &
Richa ds, 2006).
Finally, analyzing he di ec in luence o COVID-19 on sa is ac ion
(H7), i is clea ha he o e all sa is ac ion o cul u al ou is s wi h he
des ina ion declined on ips made du ing he pandemic. Thus, he
e alua ion o he ou ism expe ience inco po a es a g ea e numbe o
nega i e emo ions/e alua ions esul ing in inc eased dissa is ac ion
(Pes ana e al., 2020).
In his sense, could be ela ed o ou is s’ assessmen s o he p ac ices
unde aken by des ina ions du ing he pandemic o p o ide isi o s a
sa e and sa is ac o y expe ience. Humagain and Single on (2021), ha e
analyzed and con i med he posi i e link o COVID-19 measu es wi h
sa is ac ion, nega ing i s nega i e consequences (closu e o ac i i ies o
educed a ailabili y o se ices). Howe e , he esul o his s udy could
p o ide con a y in o ma ion in he case o he cul u al ou ism demand
segmen .
5.1. Theo e ical implica ions
This s udy con ibu es o he unde s anding o cul u al ou is
sa is ac ion h ough a model ha examines he di ec in luence and ole
o he mode a ing e ec o COVID-19 on causal ela ionships, empi i-
cally e i ied h ough quan i a i e me hods be ween a el o ganiza-
ion, socio-demog aphic cha ac e is ics, ac i i ies unde aken and
sa is ac ion.
This esea ch p oposes a s a is ical model, es ima ed by means o a
non-linea s uc u al equa ion model (SEM, S uc u al Equa ions
Modelling), which allows us o know he di ec and mode a ing e ec s
o supe ening ci cums ances, such as he COVID-19 pandemic, on he
o e all sa is ac ion wi h he des ina ion o cul u al ou is s a e hei
isi .
A signi ican con ibu ion is he use o non-linea unc ions o es he
ela ionships be ween he ac o s in he p oposed model, since, in he
sys ema ic e iew o he li e a u e on he subjec , no wo k has been
ound ha has applied non-linea ela ionships.
Howe e , non-linea S uc u al Equa ion Modeling (SEM) wi h Pa -
ial Leas Squa es (PLS) has ad an ages o e linea SEM PLS models in
ce ain si ua ions. Nonlinea SEM PLS models a e bes sui ed o
cap u ing complex, nonlinea ela ionships be ween a iables when he
unde lying ela ionships in he da a a e no s ic ly linea . This leads o a
mo e accu a e ep esen a ion o he eal-wo ld phenomena being s ud-
ied. Nonlinea SEM PLS models, as in he p oposed model, can handle
complex media ion and mode a ion e ec s common in he social and
beha io al sciences. Linea models may no adequa ely cap u e hese
e ec s- (Chin,1998; Tenenhaus, Vinzi, Cha elin & Lau o, 2005; Hens-
ele e al., 2009; Hai , Hul , Ringle & Sa s ed , 2016).
The analysis ocuses on assessing he sa is ac ion o cul u al ou is s
in p e-pandemic and pandemic imes, p o iding ele an esul s, due o
he na ional scope o he da a analyzed om he Residen T a el Su ey,
o implemen ma ke ing s a egies aimed a hei sa is ac ion in he new
pos -co id ou ism scena io.
5.2. P ac ical implica ions
This s udy p o ides in o ma ion on c isis scena ios and ou is
Fig. 11. Mode a ing in luence (H10) o COVID-19 (COVID) on he ela ionship
be ween a el o ganiza ion (TRAVORG) and cus ome sa is ac ion (SAT-
ISFACT) be o e and a e he eme gence o COVID-19. Sou ce: Own elabo a ion.
M.D. S´
anchez-S´
anchez e al.
