European Tourism: Analyzing Visitor Numbers, Motivation, and Impacts

This report investigates the trends in European tourism between 2018 and 2020, focusing on the impact of the COVID-19 pandemic. It examines the factors that motivated people to travel before the pandemic, such as novelty, relaxation, and host-site involvement, and how these motivations changed after the pandemic. The study explores the decline in visitor numbers to European destinations, particularly London, and analyzes the behavioral changes among travelers, including increased health concerns and the impact of travel restrictions. The research utilizes both primary and secondary sources, including questionnaires and literature reviews, to identify key motivating factors and recommend strategies for tourism companies to attract visitors post-pandemic. The report highlights the importance of addressing the literature gap in understanding behavioral changes in European travel, and it aims to provide insights for scholars, analysts, and tourism management on how to adapt to the evolving travel landscape.

HOW MANY PEOPLE ARE
VISITING THE TOP
EUROPEAN DESTINATION
2018 AND 2020. WHAT ARE
THE FACTORS MOTIVATE
PEOPLE TO TRAVEL
BEFORE PANDEMIC AND
NOW

Table of Contents
CHAPTER: 1 – INTRODUCTION.................................................................................................3
CHAPTER: 2 – LITERATURE REVIEW......................................................................................4
Theme – 1: Factor motivating people to travel before and pandemic and now...........................5
Theme: 2 – Impact of pandemic on the number of visitors to European destinations.................7
Theme: 3 – Change in perception of people to travel London between 2018 and 2020.............8
CHAPTER: 3 - RESEARCH METHODS......................................................................................9
CHAPTER: 4 - FINDINGS/ RESULT..........................................................................................11
CHAPTER: 5 - Recommendations from the findings of the study...............................................22
Constraints, weaknesses and limitations of the research...............................................................23
Suggestion for the future studies...................................................................................................24
REFERENCES..............................................................................................................................25

CHAPTER: 1 – INTRODUCTION
Tourism and travel is one of the industry of almost all country that has greatly affected due to the
emergence of COVID – 19 pandemic during the year 2019. And because of this there have been
seen a considerable reduction in the number of tourists undertaking their visits to London and
other parts of the world (Lamb and et.al., 2020). The reason behind such a reduction in the
number of travelers has been identified as, people are now more concerned about their personal
and health safety of their own and their loved ones. Being in crowd is no more preferable after
the arousal of the pandemic. So there is major variation that has been noticed between 2018 and
2020 in the volume of travelers due to the behavioral changes among people to avoid going for
outings, trips and tours.
The present study is important to advise traveler and players in the tourism industry on how to
cope with these situations, so that the crowd or people can be motivated to undertake tours and
visits to top European destinations or more specifically to London. The study is also important
for scholars and analyst who are keen to know about the behavioral changes causing huge
reduction in the number of travelers between the year 2018 and 2020 and what could be the
possible factors of motivation that are making people motivated to undertake visits at European
destinations both pre and post pandemic (Zenker, Braun and Gyimóthy, 2021). By conducting
this study, management of various tourism company will be advised on how they can bring back
the count of tourists and visitors to what it was before the emergence of the pandemic.
The concept in this study that will be studied is about role played by certain motivating factors in
raising the number of visitors both before and after the pandemic. As factors motivating before
pandemic are different from the motivating factors after pandemic and the same will be
highlighted in this study to mark more number of visitors after the period of pandemic
emergence (Umukoro, Odey and Yta, 2020). So, the two variables whose relationship in terms of
how one variable that is, motivating factors is affecting another variable that is, number of
visitors between 2018 and 2020 will be identified through this study as there is a noticeable
change that has been identified among people during this period. And the impact of the same can
be seen from the reduced number of visits undertaken by people to various European destinations
like London.

Through this study, the literature gap of studying behavioral changes in people while undertaking
their visits to Europe destinations will be fulfilled. Till now many studies have been conducted
on studying what could be the motivating factors for encouraging people to visit various
destinations across the world but in this study, more and specific concern will be given to Europe
destinations and more specifically study will be conduct on deviating number of visitors to
London between the period of 2018 and 2020. The reason is obvious, but how such limiting
factors can be overcome through the implementation of motivating factors in order to bring back
those visitors will be recommended and is the only concern of this study.
So for this the research question that has been framed is “What are the factors motivating people
to visit London before and after the emergence of pandemic?”
To answer the above question both primary and secondary sources will be evaluated in this study
where in for secondary information already published and available literature will be presented
in the literature review chapter and for primary information questionnaire method will be used to
collect information from traveling agents and tourism companies in order to find data regarding
travel motivation factor and how the number of visitors has been affected due the outbreak of the
pandemic and on the basis of these gathered information qualitative analysis will be done,
findings will be presented and recommendation will be made to address the research problem.
CHAPTER: 2 – LITERATURE REVIEW
In this chapter of the research, various views of different authors, findings of scholars and
researchers and opinion of experts in the field will be presented in a critical manner. Views of
both oppositions and supporters of the research issue will be presented simultaneously. This
chapter of the study comprises of secondary research reliable sources such as well-known
journals and book will be referred to for gathering valid and reliable information. In this way,
published data will be presented to support the research problem and explaining the concepts
related to the concerned study. The whole chapter will be divided into three themes, where each
theme is based on objectives of the research and thus will provide answer to the research
question. The first theme is regarding the explanation of various factors that motivate people to
travel to different destinations across the world before and after the outbreak of pandemic. The
second theme is about explaining how pandemic has affected the number of visitors arrival at
different destinations across the world and the third theme will provide insight into the changing

perception of people or travelers between 2018 and 2020 in the view of Europe destination that
is, London.
Theme – 1: Factor motivating people to travel before and pandemic and now
There are many factors that leads to motivation among people to travel various destinations
across the world but such factors sometimes loses its ability to motivate when some external or
extravagant factors comes in the way like pandemic outbreak in 2019. COVID – 19 has affected
the number of visitors between 2018 and 2020 in a great way because those factors motivating
people to travel are no more acting as stimuli and some other factors which are far away different
from these factors begins to operate which may or may not motivate to undertake travel during
such tough times.
According to Roman, Niedziółka and Krasnodębski (2020), who has identified factor like
novelty which creates motivation among people to travel to various destinations of the world.
The term novelty has been utilized by including many more factors within it like obtaining new
experience of travel, experiencing special atmosphere of a particular destination and creating
memories of the travel. It is what is true before pandemic, but for now it has been identified by
Pedersen and Favero (2020) that another factors related to the destination’s choice and
motivation created out of it has been changed in the way where people are becoming more
conscious about which destination to be choose for visits and travel where there is less effect of
pandemic has been found or even the travel destination should be pandemic free, so that health
safety one’s own and their loved ones can be ensured in a best possible way.
As per the views of Rosselló, Becken and Santana-Gallego (2020), relaxation in order to
escape from regular routine has been found as a highly motivating factor among many people of
the world. It has been further identified that keeping body and mind relaxed and relieving oneself
from pressure and stress can be possible through getting away from daily routine and take on
some trips and travel to various traveling destinations. Thus, relaxation is a very big factor that
has been found to be contributing in creating motivation among people for traveling to European
destinations. However Nepal (2020), has found that when in the year 2019, the pandemic has
emerged, and people became more conscious about their lifestyles and social interactions of
which they are highly habitual. Also, non – availability of mode of transport has made it
impossible to go for visits around the world and thus became less motivated to travel as there no

comfortable modes of transportation available with the public and the only option that left with
public is to use private transport which is a very much expensive affair less number of visitors
around the world and European destination. People even gets sometimes motivated to travel in
order to have experience of different modes of transport like airplane, helicopters, etc. So, when
all these are restricted to be operated during lockdowns, people find it difficult to visit any far
away distances.
Another author Egunjobi (2020), identified that, taking a feel of nature was found to be
an encouraging factor among youths and old people who are highly motivated to visit those
places and travel destinations which is famous for their natural beauties. People who are
motivated to take a feel of nature largely go visits around the world and more specifically to
European destinations where one can find plenty of natural beauties and peaceful nature around
everywhere. On the other hand after the emergence of pandemic between the period of 2018 and
2020, it has been investigated by Egunjobi (2020), that instead of exploring natural beauties and
feel of peaceful by visiting across the world, people are seemed to be less motivated to go for
abroad and are finding more peace in their own homes by being isolated without going for any
kind of outings and all. Because pandemic has made people less motivated to be among public
and have better social interaction due to spread of virus in highly speedy manner.
Peters, Peters and Peters (2020), has found in their study that host –site involvement also
triggers people to undertake more of the travels around the world. Host – site involvement has
been defined by them where they said that people travels to different destinations of the world as
they are motivated to learn about different cultures, learning new things about the destinations
they visit, meeting and interacting with people of another cultures. So, all these factors allows
and motivates people to go for European destinations too both before and post pandemic as many
people across the world want to learn about the British culture and many more new and unique
things from there. But due to pandemic, as per the views of Milasi, González-Vázquez and
Fernández-Macías (2021), there has been seen that many countries across the world have
restricted the entry of visitors post pandemic which make it difficult for people to go to such
destination and Europe is one of those destinations where such restrictions have been
implemented. The reason of such restrictions are also of great importance as without which
control over the spread of virus can’t be achieved.

Alexandri and Janoschka (2020), has identified that relationship strengthening is also a
factor which motivates people to take on timely traveling towards different destinations of the
world. Such relationship building and strengthening may be due to giving quality time to family
members and also for meeting with family member who are living at some distant places.
However, Lamb and et.al., (2020), has criticised and states that the possibility of giving quality
time and meeting family members living abroad became impossible as over and above such
motivating factors, another factor that motivates people carrying higher consciousness about
family members and loved one’s health safety, which makes people to be less interested in going
anywhere and stay at their own places post pandemic. As the virus was found to be very deadly
people rather than strengthening relationship become more concern about keeping and saving
their relationship for long time by securing them from the infection of virus and thus this factor
ceases to motivate people post pandemic period.
Khan and et.al., (2020), investigated that people sometimes motivated towards traveling
to royal places such as European destinations due to their consciousness about getting recognized
among familiar people. This factors some more factors within it like being recognized of going
to some particular famous place among colleagues, show off, having knowledge of different
places across the world and their uniqueness and many more. Such people are highly motivated
to travel due to their need to get recognized. Also, the case remains the same, where people
become highly and more motivated towards the isolated pattern of lifestyles, where no
motivation of being recognized are found be any more effective in motivating people to visit to
various destinations of Europe or London specifically.
Theme: 2 – Impact of pandemic on the number of visitors to European destinations
European destinations are among those destinations across the world which are highly demanded
by travelers and visitors to visit frequently. The reason behind such high demand for European
destinations is its beauty both artificial and natural, the royal recognition of Europe across the
world and peaceful nature of the place. Let us see in this section of the study that how between
2018 and 2020 the number of visitors gets affected due to the emergence of COVID – 19
pandemic in the year 2019, as people become less interested in traveling and visiting even to
such a highly demanded destination of the world.

According to Hajro and et.al., (2021), In the year 2018, there has been a rise in the number of
tourist’s arrivals to Europe has been found to be grew by 6% which is actually forecasted to be
grew by 2020 and Europe has booked half of the number of visitors around the world for its own.
This means Europe’s tourism industry definitely would have gain enough growth in 2018.
But after the emergence of COVID – 19 pandemic there is a sharp fall in the number of visitors
to European destinations like London and many more. Till now, that is post pandemic, it has
been identified that Europe has recorded approximately 85% drop in the number of visitors to its
top destinations of the world due to less international tourist arrivals to their royal places. The
reason as per study carried out by Freedman (2020), found out to be the requirement of
quarantine and testing at different destinations of Europe and fear of the spread of deadly
coronavirus and its mutations. Also, it has been forecasted for the year 2021, that this reduction
in the number of visitors will be continued and this 85% will further fall to 99%.
Theme: 3 – Change in perception of people to travel London between 2018 and 2020
There has been a great change that can be noticed in the perception of people to travel to London
for their leisure and relaxation. As before pandemic or during the time of year 2018, people are
highly motivated to travel to London as one of the European destination due to its both natural
and artificial beauties and a feeling of nature that one can take to relieve their stress and pressure
and find themselves relaxed. People thought and undertake to travel before pandemic due to their
perception of getting relaxed, giving family time, meeting to family members living abroad, need
for recognition of traveling to such a royal place like London and exploring new things both
about the new cultures and their lifestyles along with gaining knowledge of London.
But there has been change in the perception as noticed by Zenker, Braun and Gyimóthy (2021),
who states that people now have become more conscious about their own and their loved one’s
safety rather than going out for relaxation, recognition, relationship strengthening or taking a
nature’s feel. Also, people wants to be away from those places where such deadly virus is highly
spreading and infecting people at a higher rate and of course London is one of those places. So,
this makes people to get themselves locked in their homes or country in order to ensure health
safety and security of their own along with their family members. And by this can be only
ensured through keeping oneself isolated from rest of the world which does allows for
undertaking travels and visits to any destinations of the world and London is not an exception.

Literature gap: As evaluated above, where various studies are conducted to study the factors
that motivates people to travel to European destinations and many more destinations of the world
to know the reason behind the reducing number of visitors between 2018 and 2020. So, through
this study, the behavioral changes in the people towards undertaking traveling to European
destinations between 2018 and 2020 will be studied in order to highlight the reasons for the
reduced number of visitors to top European destinations.
CHAPTER: 3 - RESEARCH METHODS
Research paradigm- the research paradigm is being defined as the approach or model
which is helpful for the researcher which is standard by the substantial number of researchers in
the field based on having both verified and practiced for a long period of time (Chu and Ke,
2017). The research paradigm is being defined as the philosophy which is being underlying the
selection of the research methods in order to complete the research in successful manner. The
research paradigm is of two types that is positivism and interpretivism. The positivism is the
philosophy which undertakes the deductive logic behind the selection of the research methods.
On the other hand the interpretivism is the philosophy which integrates the human interest within
the study. What is success of the research the most essential aspect is to select proper an
appropriate research paradigm in order to complete the study in successful manner. In addition to
this search parrot and also involves the use of either quantitative data qualitative data. In order to
complete this research over analysing the perception and factors which encourage travel to
various European destinations the use of qualitative research has been undertaken. The reason
underlying this fact is that analysing the perception and factors the qualitative research will be
more effective and helpful. This is pertaining to the fact that the qualitative data emphasizes
much more on the theoretical aspect and knowledge relating to the research topic. Hence the use
of qualitative data will involve greater and deeper knowledge relating to the factors encouraging
travel to various European destinations specifically to London.
Research design- Design is being defined as give them what of research methods which
are being used by the researcher in order to complete the studies successful manner. There are
many different types of research design which can be selected by the researcher in order to
complete the study. The common type of research design which can be used by the researcher is
exploratory and descriptive research. The descriptive research is the one which is focused on

more in-depth research and analysis of the research question. On the other hand the exploratory
research the more emphasis is being provided on finding out something by way of question that
is what or how (Queirós, Faria and Almeida, 2017). In order to analyse the people visiting to top
European destinations and the factors which motivate them use of descriptive research design
was been undertaken. The reason behind this fact is that a descriptive research aims at collecting
and analysing the data In theoretical and in- depth manner. Hence the descriptive research will
assist the researcher in identifying the factors in more detailed manner resulting in success of the
study.
Data collection- for the success of the study in most essential aspect is the appropriate
selection of the data relating to the study (Cypress, 2018). the reason underlying this that is that
whole study is based on the data at a speed data will not be collected from reliable sources and
will not be valid then this will result in research not getting successful. The various sources from
which data can be collected of primary and secondary sources. The primary source is the one
which involves collecting the first hand data from the respondents directly. In addition to this the
secondary source of data are the published data related to the research topic. This involves
different published in literatures like book, journals, articles and many other published sources.
For the success of the research over the factors influencing the travellers to go to European
destinations the combination of primary and secondary and was used. The reason underlying this
fact is that the primary sources provide the first and information and the secondary sources
authenticates the data collected from the primary sources.
Sampling- for the success of the study it is very essential that appropriate samples are
being selected to stop the reason for this purchase that it is not possible for the researcher to
cover the whole population in order to collect and analyse the data for stop in order to solve this
issue some samples are being selected. Hence, the sampling is being defined as the selection of
some common samples from the whole of the population for stop the reason and the length is
practice that the study cannot be conducted on whole population and that's why some people are
being selected. In order to complete the study on how many people are visiting the top European
destination and the factors motivating these people to travel before pandemic and after it 100
travel agents has been selected as sample. Selection of the travel agent is that they come in

regular contact with the tourist and because of this travel agents know the perception and factors
motivating the traveller to travel to European countries.
Data analysis- only collection of the data is not enough rather it is very essential for the
researcher to make tea research more effective and efficient by appropriately analysing the data.
The reason and the line this fact is that if the collected data will not be analysed and proper
manner then the intended research outcomes cannot be attained (Litosseliti, ed., 2018). Hence it
is very essential for the researcher to make use of effective data analysis techniques so that the
intended research outcomes can be attained. In order to evaluate the collected data relating to the
people travelling to European destinations and the motivating them to travel the use of thematic
analysis was undertaken. The reason underlying the use of thematic analysis is that this involves
analysis of the data with help of themes and interpreting it with the secondary sources. Thus this
provides a more authentic and reliable interpretation of the collected data. moreover the use of
thematic analysis involves presentation of the data with help of tables charts and diagrams and
this makes the data much more easy to understand and presentable.
Ethical consideration- Just analysing the data is not enough rather it is very essential for
the researcher to effectively analyse and consider all the ethical aspects of the research. The
reason underlying this fact is that if the ethical aspects of the research are not being considered
by the researcher than his study will not be successful. It is very essential for the researcher that
they must include all the ethical aspects relating to the study and this will make the study more
effective and efficient. The major ethical consideration for the success of this study is to collect
reliable and relevant data to the study (Allen, ed., 2017). The data collected must not be older
than five years and must be latest. In addition to this another ethical consideration for the success
of the research is to undertake the consent of the primary respondents before seeking answers.
CHAPTER: 4 - FINDINGS/ RESULT
Theme 1- Yes, the pandemic has affected the people travelling to different types of the
destination.
Particular Participant % of Participant
Yes 70 70

No 30 30
Total 100 100
Yes; % of
Participant; 70
No; % of
Participant; 30
% of Participant
% of Participant
Interpretation- With the above analysis of the primary data gathered from hundred respondent it
was evaluated that the pen the make has affected the people travel into the different destinations.
This was agreed by 70% of the sample that free current pandemic has affected the number of
people travelling to different places and this has reduced. The reason underlying this fact is that
due to the pandemic consumers and visitors have been under fear that they will go to any other
place then there are possibilities of getting infected. This due to this reason the people have
reduced the travelling to the other place.
Theme 2- Strongly agreed that there are factors which motivated the people in travelling to some
other countries.
Particular Participant % of Participant
Strongly agree 50 50
Agree 10 10
Neutral 4 4