Understanding prevention measures and tourist behavior in Croatia during the COVID-19 pandemic. A mixed-method approach

This study investigates the adoption of prevention measures in Croatia during the COVID-19 pandemic and its relationship with tourist behavior. The research adopts a mixed-method approach as it examines both practitioners’ and tourists’ viewpoints. A qualitative study was conducted with eight destination service providers, while the quantitative study took place among 333 international tourists during their stay in the country. Results from the qualitative study show that the most frequently employed prevention measures are cleaning and disinfection of customer-use spaces, the use of hand sanitizers, mandatory face masks for employees and guests, and social distancing. Tourism service providers observed that international tourist behavior changed significantly from 2020 to 2021. Findings from the quantitative study show relatively high levels of perception of adoption of prevention measures among tourists, low levels of the perceived risk of COVID-19, and high levels of tourist satisfaction. Some differences in tourist behavior related to gender and destination type are also observed. Positive correlations are found between tourists’ perceptions of prevention measures and their satisfaction level, while the correlations between perceived risk of COVID-19 and prevention measures on one hand and perceived risk of COVID-19 and tourists’ satisfaction on the other are found to be negative.