A new tourism paradigm and changes in domestic tourism for married Koreans in their 30s and 40s

Due to the prolonged COVID-19 outbreak, more people are traveling domestically to relieve psychological fatigue. This study aimed to present a new tourism paradigm for the domestic tourism industry in Korea by identifying the changing tourism demand and patterns/preference of tourists due to COVID-19. Through comparative analysis of domestic travel before and after COVID-19, 632 samples were analysed using the 5W1H method. The results revealed the preferences of various tourism attributes such as travel companion, time, duration, distance, lodging facilities, and destination activity, which provided many practical implications for the tourism industry. The study results show that Korean families prefer shorter travel itineraries and destinations close to home after the COVID-19 pandemic. Preference for days of travel, accommodation, and major activities at destinations did not change, but were significantly affected. This study presents evidence that can provide a practical direction to the current situation thereby, enriching the extant tourism literature.