Current Issues in Tourism

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The Impacts of SARS on the Consumer Behaviour

of Chinese Domestic Tourists

Zhang Wen , Gu Huimin & Raphael R. Kavanaugh

To cite this article: Zhang Wen , Gu Huimin & Raphael R. Kavanaugh (2005) The Impacts of
SARS on the Consumer Behaviour of Chinese Domestic Tourists, Current Issues in Tourism, 8:1,
22-38, DOI: 10.1080/13683500508668203

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Published online: 22 Dec 2008.

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 CIT 190

The Impacts of SARS on the Consumer

Behaviour of Chinese Domestic Tourists
Zhang Wen and Gu Huimin
School of Tourism Management, Beijing International Studies University, PRC
Raphael R. Kavanaugh
Department of Hospitality Management, Purdue University

By analysing the impacts of SARS on the consumer behaviour of Chinese tourists, this
empirical research paper probes into the sensitivity of consumers towards crises in
making decisions concerning leisure travel. The survey indicates that SARS has greatly
affected people’s life, work and travelling during the SARS period while the impacts
on people’s inclination to travel, the preference of leisure trips and concern of public
hygiene vary. Generally speaking, the impacts of SARS are of a nature of paroxysm
and time period, and the decrease of travel and tourism was caused by a combination
of internal motivation as well as external compulsory measures and travel bans.
Furthermore, the establishment of an effective communication system and emergency
measures will contribute to the recovery of the tourist market.

Keywords: SARS, consumer behaviour of tourists, crisis, impact

Introduction
SARS (Severe Acute Respiratory Syndrome) first started in Guangdong
Province, China, in December 2002 and lasted for about half a year, affecting 26
provinces and cities in China, including Beijing, Hebei, Inner Mongolia and
neighbouring countries. China’s tourism, which appeared to have had a sound
start in 2003, received a serious strike from March to July. According to China
National Tourism Administration (CNTA), the direct economic losses of China’s
tourism industry caused by SARS are: the revenue of domestic tourism
decreased by RMB 207.3 (US$24.98) billion; the revenue of international tourism
decreased by US$8.794; the revenue of tourist accommodation decreased by
RMB 77 (US$9.27) billion; and the loss of tourism related jobs amounted to
RMB 2.087 million(US$251.5 thousand); and tourist attractions and destinations
RMB 9.24 (US$1.113) billion; travel services RMB 42 (US$5.06) billion; tourist
vehicle and ship companies RMB 8.4 (US$1.012) billion (CNTA, 2003).
The impacts of SARS on China’s economy in general and the tourist economy
in particular have been attended and elaborated by scholars and practitioners of
the industry both at home and abroad. Based on an empirical study and data
analysis, this research aims at finding out the degree of SARS impacts on poten-
tial domestic tourists, the change of tourist behaviour and their concern about
safety and public hygiene. It also probes into the sensitivity of consumers
towards crises in making decisions concerning leisure travel. The result of this
research can help the establishment of a scientific tourism crisis management
system theoretically and pragmatically.

1368-3500/05/01 0022-17 $20/0 © 2005 Z. Wen et al.

Current Issues in Tourism Vol. 8, No. 1, 2005
22

The Impacts of SARS

CIT 190
 CIT 190

The Impacts of SARS 23

Literature Review
Studies on consumer behaviour of tourists are conducted both in and outside
China according to the characteristics of tourist activities and the development of
the tourist markets based on general consumption theory. Discussions are
centred on: how determinative factors concerning tourism influence tourist
behaviour (Middleton, 1990; Mill & Morrison, 1985); how important is the role of
images in tourism decision making (Crompton & Fakeye, 1992; Gunn, 1988; Pyo,
1996); the relation between the essence of tourist behaviour and the purchasing
decision and consumption of tourist products and services (Liu, 1987); and the
analysis of consumer behaviour of tourists from economic and non-economic
perspectives (Guo & Zhang, 2002; Lin, 1999).
Natural and man-made disasters have broken out more and more
frequently in recent decades. Many scholars have carried out researches and
studies on the causes and law of crises and measures to control and manage
crises (Berke, 1998; Blaikie et al., 1994; Brammer, 1990; Burton et al.,1978;
Donohue, 1982; Harmann & Standing, 1989; Rechardson, 1994; Richter, 2003).
Crises, caused by the sudden change of external environment and internal
factors, is a tension which constitutes a threat to the safety of a system or its
sub-system. A sudden and accidental incident is sufficient to cause instability
of a whole system, even to a large extent of changing the integrality and conti-
nuity of a system (Gleick, 1987; Faulkner & Russell, 1997; Peat, 1991). This
kind of uncertain incident may bring about enormous damages to the
members, general objectives, benefits and prestige of the system (Compiling
Group, 2002). Due to the comprehensiveness and fragility of tourist activities,
researches on crisis management, impacts of crises on systems, including
states, industries and enterprises, and impacts of crises on tourist behaviour,
are very necessary and important.
Different crises have different characteristics and bring about different
degrees of impacts, but crises that have happened can serve as references to some
degree. The report of the World Tourism Organisation (2001) pointed out that
some changes of tourist consumption behaviour could be seen from data of
researches on the two armed conflicts in 1990s – the Gulf War in 1991 and the
Kosovo Conflict in 1999. Tourists avoided going to places that were involved in
conflicts or blockaded. Travel between regions decreased obviously, for
example, the number of tourists from America to Europe decreased by 1.2%
while intra- regional travel and tourism increased by 1.6%. Compared with the
Gulf War, the Kosovo Conflict, the Asian Financial Crisis, the impacts of the 9.11
Incident is more comparable with the impacts of SARS. Because of the 9.11 Inci-
dent, together with the economic recession before it, the decreasing rate of inter-
national tourism revenue was greater than that of international tourist arrivals. A
typical behaviour of tourists was that people did not completely stop leisure
travel, but reduced travel expenses, i.e. choosing cheaper destinations, shorten-
ing the length of stay, and tending to use low-rate services. Tourist consumers
were more inclinable to travel by land and to short-distanced destinations
(World Tourism Organisation, 2002).
After the breakout of SARS, many international organisations responded
quickly and conducted researches on it. The most representative research results
 CIT 190

24 Current Issues in Tourism

concerning the impacts on consumer behaviour are surveys conducted by NFO

Plog Research and IBM Business Consulting Services.
Canadian NFO Plog Research, together with its partner Canadian Tourism
Commission (CTC) Market Research, has conducted three quantitative investi-
gations with the theme of SARS impacts on American tourists, starting from 31
May 2003. Their investigations cover: (1) what the American travellers think
about the safety and travel likelihood in Canada; (2) whether they have made a
change or cancelled their leisure travel plans. The research not only analyses the
reasons of plan change and cancellation but also classifies the reasons into
personal economic condition, travel expenses, war, terrorism, and SARS. The
research points out that the major reasons for plan change and cancellation are
personal economic conditions and travel expenses, then comes war and terror-
ism, and SARS is the last one; (3) the trend of change of American preference. The
research shows that quite a lot of Americans intend to increase domestic leisure
travel and cut outbound trips. Leisure travel within 500 miles (particularly
within 200 miles) is expected to increase. The preference of transportation means
of Americans has changed; for instance, this summer more Americans chose to
drive cars to travel; American interest in rural tourism has increased. Compared
with last year, more Americans anticipate taking more getaways (1 to 3 nights)
this year, and reduce the number of long vacations that they would take (4+
nights). Over half of the Americans agreed that they are more interested in relax-
ation rather than lots of activities. Many Americans are planning to spend more
leisure time with their families and friends as well as more vacation time visiting
families and friends; (4) implications for marketing and promotion. Tourism
continues to exist after 11 September, such as more getaway trips, more trips by
car, substituting far away destinations with closer to home destinations and
family travel. While SARS has affected American perceptions of Canada as a safe
destination, the likelihood to travel of the Americans has not been significantly
affected. To this trend, the research points out that it should continue
emphasising the affinity, abundant tourist activities and recreation chances in
Canada in the information dissemination (NFO, 2003).
IBM Business Consulting Services, Ontario Ministry of Tourism and Recre-
ation and the British Tourist Authority together conducted the Tourism
Impact Survey in the United States. The content and method of the survey is
similar to NFO Plog Research, including travel intention, inclination in choos-
ing destinations, the sequence of the importance of the factors (‘physical and
mental relaxation’ and ‘friendliness towards Americans’ were factors that
ranked as the top two travel considerations. ‘Destinations where one does not
have to worry about their health’ and ‘places that offer a good deal’ were also
considered as important), and the rank of Canada as a ‘safe place’ and ‘a high
degree of friendliness’ comparing with other destinations (US Tourism
Impact Survey, 2003).
Domestically, researches on the impacts of SARS concentrated on statistical
data, contingency measures, confidence index surveys, views and comments,
impacts of crisis on organisation systems, including industry and enterprises,
and crisis management (Zhang & Wei, 2003).
‘Beijing Enterprise Recent Operation Survey’ distributed questionnaires to
198 large- and medium-sized enterprises in Beijing, and 164 copies were
 CIT 190

The Impacts of SARS 25

collected. This survey showed that in April the confidence index of entrepre-
neurs was 83.6, a decrease of 48.87 points compared with the first quarter of the
year. Among the eight industries investigated, the confidence index of entre-
preneurs of four was in the dimension of frustration; they are transportation
and communication, wholesale and retail, service sector, food and accommo-
dation. Of the four, the confidence of entrepreneurs of food, accommodation
and tourism industries was seriously frustrated (China State Statistic Bureau,
2003).
In terms of SARS impacts on tourist consumption, Liu Feng (2003) pointed out
the impacts of SARS in terms of consumption are mainly psychological. Out of
prudence, the consumption intention of residents decreased and saving inten-
tion increased, hence the increase of total demands was negatively affected.
Kang Yu (2003) stated that as SARS was a sudden incident, it would not greatly
change the total level of demand. However, because of bans and self-alarm
consumption of some items, such as tourism, food and beverage, entertainment,
would be restricted during the SARS period, while with the weakening of the
disease, the curbed consumption motivation would be aroused and there would
be a short period of ‘blowout’ of demand after SARS. Wang Lei (2003) analysed
SARS impact on consumption from the consumer’s psychological point of view
and pointed out that the possible post-SARS ‘blowout’ of consumption would be
the result of several factors: stimulus-seeking, sentience-depriving, expectation
positive contrast, release of tension, counter reaction, and account-separation. Due
to these factors consumption demand would rise highly first and then return to the
normal level gradually. Cai Jiacheng (2003) believed that the impacts of SARS on
tourists would incur the following changes: the number of FITs, family groups and
corporate groups will increase; products, attractions and destinations involving
less contacts with people, such as natural tourism and ecotourism, will become
more and more popular; tourists will be particular about the length of stay and the
intensity of contacts with other people, and will prefer to use open and airy facili-
ties; people will rely more on the internet to acquire information and service.
What’s more, SARS may bring about different impacts on different people in terms
of psychology, demand and behaviour. The impacts on elder people are more
serious than on young and middle aged people, urban tourists than rural tourists,
tourists from the affected areas than those from non-affected areas, tourists with
high education and income than those with less education and lower income, and
medical workers and their relatives than other people.
From the above discussion, we can see that researches on SARS impacts are
mainly concentrated on the external environment and internal psychology.
There are few studies concerning safety factors and impact of uncertainty on
consumer decisions. As for the method of research, studies abroad mainly
adopted market investigations and data analyses, while domestic studies are
generally theoretical analyses and subjective estimations. No study result has up
to now been published of SARS impacts on consumer behaviour of tourists based
on quantitative and statistical methods in China. The principle of the initiative of
this research is to conduct an empirical investigation under the guidance of
general consumption and behaviour theory and crisis management, and on the
basis of the published results of SARS impacts studies.
 CIT 190

26 Current Issues in Tourism

Purpose and Methodology

Purpose of the research
The purpose of this empirical study is to get first-hand information from the
tourists who have experienced SARS, such as what actually were the impacts
they thought that they got from SARS; whether their consumption behaviour has
changed because of SARS; what their sensitivity is towards crises; and what
implications can be drawn from SARS for the government, industry and enter-
prises in terms of market recovery and the establishment of a tourism crisis
management system. The hypotheses of this study were established on the basis
of a literature review and general attitude towards SARS impacts on tourists and
leisure travel. They are:
• SARS has affected people’s normal life and work;
• SARS has affected tourist activities during its prevailing period;
• SARS has an impact on people’s travel intention, behaviour and pattern;
• SARS has changed people’s need for hygiene while travelling;
• SARS has different impacts in terms of the demographic features of the
tourists.
Through a quantitative investigation and statistical data analysis, these hypothe-
ses are verified.

Design of the questionnaire

The questionnaire was designed in the following steps: first, the survey on US
tourism impacts conducted by IBM Business Consulting Services and domestic
literature of tourism impacts after SARS broke out were used as a reference in
deciding the items. Then scholars, experts and college students and post-gradu-
ate students of tourism major were interviewed. Questions concerning the
general concern of SARS impacts on tourism and the change of consumer behav-
iour were asked. The items of the questionnaire were improved according to the
result of the interviews. Finally a questionnaire of 28 items was made.
The 28 items were divided into two parts: the first part is made up of 22 items
covering the possible impacts of SARS on the respondents. The 22 items were estab-
lished in the attempt of including three dimensions, namely, general impacts (Item
1, 2, 3 and 4), attitude and preference (Item 6, 7, 8, 10, 11, 12, 13, 14 and 21), safety and
hygiene (Item 9, 15, 16, 17, 18, 19, 20 and 22). Time sequence is considered in arrang-
ing the items: general impacts, impacts during the SARS period and post-SARS
impacts. In the second part there are six demographic items. A 5-point rating scale
was used, where 5 = agree, 4 = somewhat agree, 3 = neither agree nor disagree, 2 =
somewhat disagree, 1 = disagree. The respondents were asked to rate the level from
agreement to disagreement according to their judgement. The six items in the
second part had to be answered, otherwise it was considered as invalid.

The survey
The survey was conducted at the first weekend (28 and 29 of June 2003) after
the travel ban and the title of affected area were lifted in Beijing. Questionnaires
were distributed randomly at 10 places in Beijing which are patronised by tour-
ists (eight of them are tourist attractions and parks). Questionnaires were
 CIT 190

The Impacts of SARS 27

Table 1 Number of questionnaire issued and returned

Site of Issuing Questionnaires Not Returned Valid Non-valid Rate of
issued returned validity

The Great Wall 200 54 146 117 29 58.5%

The Winter Palace 200 3 197 187 10 93.5%
The Summer place 200 47 153 149 4 74.5%
The Palace Museum & Beihai 200 2 198 159 39 79.5%
Park
Xiangshan Botanic Garden 200 19 181 157 14 78.5%
Shijingshan Amusement Park 200 5 195 186 9 93%
Yanxi Lake 200 0 200 178 22 89%
Xidan Cultural Plaza 300 23 277 218 76 72.7%
The Beijing Railway Station 200 2 198 186 12 93%
Communities 100 3 97 96 1 96%
Total 2000 158 1842 1633 216 81.65%

answered and collected on the spot. Table 1 shows the details of the number of
questionnaires issued and collected.
As the survey was conducted over the first weekend after the WHO lifted its
ban in Beijing, many of the tourists were unwilling to have close contacts with
others. This can be an explanation of the uncollected copies. Mean comparison,
ANOVA and factor analysis were used in the data analysis.

Data Analysis and Findings

Index verification
Principal components factor analysis with varimax rotation was used to verify
if the 22 items were saliently loaded in the three hypothetic dimensions, namely,
general impacts, attitude and preference, and hygiene and safety, when the ques-
tionnaire was initially designed. Six factors emerged: impact on life, impact on
tourism, tourism inclination, mode of tour, food and lodging, and hygiene.
Tourism inclination and mode of tour fall into the scope of attitude and prefer-
ence; impact on life and tourism can be summarised as general impact; and food
and lodging are closely related to hygiene and safety. Therefore, it is proved that
the three dimensions generalise and extract item data and are strongly
explanative. The only exception is Item 21. It was initially put in the dimension of
attitude and preference, but in factor analysis it loaded saliently in the food and
lodging factor. The explanation of this is related to the cause that incurred the
SARS disease. Initially it was believed that the disease had been caused by eating
wild animals. Having wild animals as rare and delicate food is the traditional
preference of Chinese culture, so quite a number of people call for the refusal of
eating wild animals. However, up to now this belief has not yet been scientifi-
cally proved and the reason that caused the disease is still undiscovered. There-
fore, this unsteadiness of the response of this item is due to the complex of the
index itself. The factor analysis has confirmed that the dimensions of the survey
are rational; the items are perceived; and the item wording is objective. Table 2 is
the comparison of the hypothetic dimensions and the result of factor analysis.
 CIT 190

28 Current Issues in Tourism

Table 2 A comparison of the hypothetic dimensions and the result of factor analysis
Items Hypothetic dimensions
General Attitude & Hygiene
impacts preference & safety
Impact on

1. SARS has greatly affected my work and life. 0.764

life

2. SARS has greatly affected my attitude towards 0.784

life and my way of life.

3. All of my business travels have been cancelled 0.758

Impact on
tourism

during the SARS period.

4. All of my leisure travels have been cancelled 0.809
during the SARS period.
5. Because of SARS, I believe travelling in China 0.493
will be unsafe.
Tourism inclination

6. I will greatly reduce my travel plans in the next 0.695

12 months.
7. I will avoid travelling to crowded big cities after 0.574
SARS.
Factors from the factor analysis

10. I will reduce the length of travel and tourism 0.649

after SARS.
11. In choosing tourist destinations, I will avoid 0.670
SARS-affected areas.
8. Because of SARS, my interest in participating in 0.445
Mode of tour

outdoor activities and eco-tourism has increased.

12. I prefer suburbs or areas within short distance 0.590
for leisure travel after SARS.
13. I will reduce the possibility of joining tour 0.477
groups after SARS.
14. I prefer travelling with family members and 0.577
relatives after SARS.
18. I prefer to stay in high quality star hotels after 0.670
SARS.
lodging
Food &

20. I prefer separated dining while travelling with 0.594

a tour group.
21. I will not take wild animals as food in the 0.556
future.
9. I care more about the hygiene and safety of the 0.652
tourist sites after SARS.
15. I care more about the hygiene and safety of the 0.732
public recreation sites after SARS.
16. I care more about the hygiene and safety of the 0.758
Hygiene

means of transportation after SARS.

17. I care more about the health of the members in 0.654
the tour group after SARS.
19. I care more about the hygiene and safety of the 0.555
hotels after SARS.
22. I care more about the hygiene and safety of the 0.542
daily necessities while travelling after SARS.
 CIT 190

The Impacts of SARS 29

Table 3 Summary of the responses of the survey

Items Mean S.D. Sig.
1. SARS has greatly affected my work and life. 3.81 1.17 0.196
2. SARS has greatly affected my attitude towards life and my way 3.37 1.25 0.060
General Impact

of life.
3. All of my business travels have been cancelled during the SARS 3.71 1.25 0.004
period.
4. All of my leisure travels have been cancelled during the SARS 3.76 1.32 0.825
period.

5. Because of SARS, I believe travelling in China will be unsafe. 2.50 1.32 0.845
6. I will greatly reduce my travel plans in the next 12 months. 2.48 1.21 0.804
7. I will avoid travelling to crowded big cities after SARS. 2.88 1.29 0.684
Attitude & Preference

8. Because of SARS, my interest in participating in outdoor 3.86 1.15 0.056

activities and eco-tourism has increased.
10. I will reduce the length of travel and tourism after SARS. 2.89 1.23 0.573
11. In choosing tourist destinations, I will avoid SARS-affected 2.97 1.32 0.646
areas.
12. I prefer suburbs or areas within short distance for leisure travel 3.22 1.26 0.402
after SARS.
13. I will reduce the possibility of joining tour groups after SARS. 3.03 1.25 0.060
14. I prefer travelling with family members and relatives after 3.79 1.18 0.822
SARS.
21. I will not take wild animals as food in the future. 3.71 1.36 0.724
9. I care more about the hygiene and safety of the tourist sites after 4.18 0.99 0.735
SARS.
15. I care more about the hygiene and safety of the public 4.20 1.01 0.596
recreation sites after SARS.
16. I care more about the hygiene and safety of the means of 4.18 1.01 0.481
Hygiene & safety

transportation after SARS.

17. I care more about the health of the members in the tour group 4.08 1.03 0.600
after SARS.
18. I prefer to stay in high quality star hotels after SARS. 3.39 1.19 0.222
19. I care more about the hygiene and safety of the hotels after 4.18 1.00 0.000
SARS.
20. I prefer separated dining while travelling with a tour group. 3.88 1.14 0.083
22. I care more about the hygiene and safety of the daily necessities 4.27 0.96 0.287
while travelling after SARS.

Findings
(1) The summit of the SARS impacts on people’s work and life was
during the crisis period and would become weakened as the epidemic
situation was brought under control.
The results of the survey show that SARS had great impacts on the respon-
dents’ work and life during the SARS period. From Table 3, we can see that the
means of Item 1, 3 and 4 were above 3.70, and many agreed that they cancelled
their travel plans. As this research was a single point survey conducted immedi-
ately after the Travel Advisory was lifted, the results could not reflect the length
and change of degree of the impacts. However, the data analysis of Item 5, 6, 7, 8
and 10 indicated that the potential of travel and tourism of the respondents
 CIT 190

30 Current Issues in Tourism

existed. Although SARS has aroused panic in a short period of time, the existing
tourist inclination incurred by economic and social conditions were not
affected negatively. Therefore, it can be deduced that the decrease in travel was
caused by a combination of internal motivations (being afraid to travel) that
was exacerbated by external compulsory measures and travel bans. Leisure
tourism, as a highly substitutive activity, has a high crisis sensitivity and great
consumption elasticity. People may reduce or postpone consumption in order
to avoid risk. The results backed, to some extent, the presumption that the
summit of the SARS impacts on people’s work and life was during the crisis
period, and with the lifting of the bans and compulsory measures and the weak-
ening of mental panic travel and tourism would bounce back. The question is
how quick the recover is.
(2) In the immediate aftermath, SARS has affected people’s attitude
towards work and way of life, but the impact has a feature of uncertainty.
The respondents of the research agreed that SARS had influenced their attitude
towards life and way of life (see Item 2 with a mean of 3.37), and evaluated posi-
tively in the items of ‘going for outdoor activities and eco-tourism’, ‘travelling
within the city and to the suburbs’, ‘travelling with family members and relatives’
and ‘refusing to have wild animals as food’. The strong interest of the respondents
in participating in outdoor activities and eco-tourism with a mean of 3.86 (Item 8)
can be explained: after the confinement at home during the SARS period for
months, people’s desire of going out for fresh air and eco-tourism was very strong,
which may get weaker when they can travel freely; and the changing concept of
sustainable development and eco-tourism is the trend of natural development of
tourism worldwide, and the outbreak of SARS has accelerated the process of it.
However, the response to whether they would join tour groups in future (Item
13) appears to be neutral with a mean of 3.03. Plus the relatively small standard
deviation, this suggests that the outbreak of SARS had no impact on people’s
inclination of travelling with tour groups. In fact, China’s tourism is a relatively
new phenomenon with its domestic and outbound tourism starting to develop in
the middle 1990s. It is still at the stage of mass tourism, and most of the tourist
products are sightseeing-oriented with the majority of the tourists taking part in
package tours.
What’s more, it should be noticed that the respondents’ agreement with Item
14 complies with the Chinese traditional concept of a larger family, while the
agreement with Item 21 can be deducted as a strong influence of SARS on the
changing of people’s attitude and preference, for in Chinese culture wild animals
and plants are considered as food of rarity and delicacy. The relatively moderate
response of Item 12 is in contrast with Canadian NFO Plog research of substitut-
ing far away destinations with closer to home destinations and the increase of
rural tourism.
(3) The outbreak of SARS has put public hygiene and safety into a very
important position.
From the results of this survey, it can be asserted that the greatest impact of
SARS was the public awareness and concern on hygiene and safety. In Table 3,
we can see that all the items in the dimension of ‘Hygiene & safety’ have high
means above 3.88 with relatively small standard deviation. This suggests that
 CIT 190

The Impacts of SARS 31

after SARS people show greater concern to the safety and hygiene of tourist
attractions, public entertainment places, transportation means, hotel and daily
necessities. In addition, respondents cared about the health conditions of the
people to travel with. The item that had the lowest mean in this dimension
(3.88) is ‘separated dining system’. According to Chinese tradition, this
response is already a great change of dining concept, for traditionally Chinese
have no sense of using separate chopsticks and spoons to pick up food for them-
selves and others, and by doing so they would like to show a harmonious and
friendly atmosphere. Moreover, in China, the rate of hotel is closely related to
the hygiene, that is, the higher the rate of the hotel is, the more hygienic the
hotel is.

(4) Different responses of respondents from Beijing, other parts of

China (non-local Beijing residents or visitors) and overseas.
As the survey was conducted immediately after the WHO lifted its ban, the
percentage of respondents from other parts of China (44.89%) and foreign coun-
tries (0.73%) was small, and the majority of the respondents were Beijing resi-
dents (54.38%). In order to identify the relationship between the attribute of the
tourists and the sample mean of each group, this study used one-way ANOVA to
analyse the data. We consider the original places of the tourists as independent
variables, so that we can confirm the correlation between original places and the
attribute of the tourists by analysing the sample mean.
From the descriptive results of the survey (Table 4), we can see that the general
impact of SARS on people’s work and life was greater on the Chinese tourists
than overseas tourists (with a mean of 0.73 lower than the average); as for the
impacts on attitude towards way of life and travel arrangements, the difference
was moderate with < 0.38 among the means; there was a great difference among
the three groups in some aspects concerning reflection of SARS and expectations
of future travel, and the means of overseas group of Item 5, 6, 7, 10, 13, 14 and 20
are > 0.62 of the average means; the difference in Item 14 has shown that Chinese
are more likely to travel with family members and friends; both Chinese and
overseas tourists were more concerned about hygiene and safety after SARS;
Beijing as a seriously affected area responded strongly on ‘not having wild
animals as food’; and the response from other parts of China showed relatively
higher uncertainty in Item 18.
The results of ANOVA are: ‘travelling in China will be unsafe’, F 4.626 sig.
0.010; ‘avoiding SARS-affected areas in choosing destinations’, F 4.157 sig. 0.016;
‘preferring suburbs or areas within short distance for leisure travel after SARS’, F
4.134, sig. 0.016; ‘preferring travelling with family members and relatives after
SARS’, F 5.812, sig. 0.003; ‘preferring to stay in high quality star hotels after
SARS’, F 12.519, sig. 0.000; ‘caring more about the hygiene and safety of the hotels
after SARS’, F 3.194, sig. 0.041; ‘preferring separated dinning while travelling
with a tour group’, F 3.691, sig. 0.025; ‘not having wild animals as food in the
future’, F 17.011, sig. 0.000; ‘caring more about the hygiene and safety of the daily
necessities while travelling after SARS’, F 5.988, sig. 0.003. If the level is selected
as P 0.05, á 0.05, there was salient difference among the three groups. Therefore,
attention and further studies are needed in the above aspects.
 32
Table 4 Comparison of the responses of Beijing, other parts of China and Overseas
Items Beijing Other places Overseas Total
Mean S.D. Mean S.D. Mean S.D. Mean S.D.
1. SARS has greatly affected my work and life. 3.80 1.17 3.84 1.17 3.08 1.44 3.81 1.17
2. SARS has greatly affected my attitude towards life and my way of life. 3.39 1.23 3.34 1.28 3.58 1.38 3.37 1.25

impact
3. All of my business travels have been cancelled during the SARS period. 3.69 1.24 3.73 1.28 3.75 0.97 3.71 1.25

General
4. All of my leisure travels have been cancelled during the SARS period. 3.74 1.32 3.80 1.32 3.42 1.44 3.76 1.32
5. Because of SARS, I believe travelling in China will be unsafe. 2.43 1.29 2.58 1.35 3.25 1.60 2.50 1.32
6. I will greatly reduce my travel plans in the next 12 months. 2.50 1.22 2.44 1.19 3.17 1.80 2.48 1.21
7. I will avoid travelling to crowded big cities after SARS. 2.90 1.27 2.84 1.31 3.50 1.24 2.88 1.29
8. Because of SARS, my interest in participating in outdoor activities and 3.89 1.13 3.82 1.17 4.00 1.13 3.86 1.15
eco-tourism has increased.
10. I will reduce the length of travel and tourism after SARS. 2.88 1.21 2.89 1.27 3.58 1.08 2.89 1.23
11. In choosing tourist destinations, I will avoid SARS-affected areas. 3.02 1.31 2.89 1.33 3.75 1.29 2.97 1.32
12. I prefer suburbs or areas within short distance for leisure travel after SARS. 3.30 1.25 3.12 1.27 3.17 1.19 3.22 1.26

Attitude & preference

13. I will reduce the possibility of joining tour groups after SARS. 3.03 1.23 3.01 1.27 3.67 1.15 3.03 1.25
14. I prefer travelling with family members and relatives after SARS. 3.87 1.15 3.71 1.27 3.17 1.11 3.79 1.18
21. I will not take wild animals as food in the future. 3.89 1.24 3.51 1.36 3.50 1.38 3.71 1.31
9. I care more about the hygiene and safety of the tourist sites after SARS. 4.22 0.98 4.14 1.00 4.24 0.90 4.18 0.99
15. I care more about the hygiene and safety of the public recreation sites after SARS. 4.24 0.99 4.16 1.03 3.92 1.51 4.20 1.01
16. I care more about the hygiene and safety of the means of transportation after SARS. 4.22 0.98 4.13 1.05 4.25 1.14 4.18 1.01
17. I care more about the health of the members in the tour group after SARS. 4.10 1.03 4.05 1.03 4.00 1.35 4.08 1.03
18. I prefer to stay in high quality star hotels after SARS. 3.52 1.14 3.23 1.23 3.67 0.98 3.39 1.19

Hygiene & safety

19. I care more about the hygiene and safety of the hotels after SARS. 4.23 0.95 4.12 1.07 4.50 0.67 4.18 1.00
20. I prefer separated dining while travelling with a tour group. 3.93 1.10 3.82 1.17 4.50 1.00 3.80 1.14
22. I care more about the hygiene and safety of the daily necessities while travelling 4.34 0.93 4.18 1.00 4.25 1.14 4.27 0.96
after SARS.
Current Issues in Tourism
 CIT 190

The Impacts of SARS 33

Table 5 Different responses between male and female *

Item Male Female
Mean S.D. Mean S.D.
11. In choosing tourist destinations, I will avoid 2.88 1.31 3.06 1.33
SARS-affected areas.
12. I prefer suburbs or areas within short distance for 3.17 1.24 3.27 1.28
leisure travel after SARS.
20. I prefer separated dining while travelling with a 3.77 1.19 4.00 1.07
tour group.
21. I will not take wild animals as food in the future. 3.66 1.32 3.77 1.29
* Items with difference of means > 0.10.

(5) Some features of different impacts with demographic differences.

This research shows that the impacts of SARS had gender differences: females
were more prudent on what to eat and how to eat, and were more particular
about where to visit. See Table 5.
In terms of age groups, there were some features that need to be pointed out.
First, as the questionnaires were distributed randomly, the fact that the percent-
age of the age group of 55 and above only made up 7.58% of the total can suggest
that there were fewer older people at the 10 places than other age groups. This
explains the fact that older people are more prudent, while young people are
allocentric and eager to go out after being confined at home for months. Second,
as different age groups have a different focus on life, respondents of the age 18
and under and 55 and above expressed stronger preference for outdoor activities
and eco-tourism with means of 4.00 and 3.98 compared with the average mean of
3.86, while the age group of 36–55 inclined to choose close to home leisure trips (a
mean of 3.49), avoiding package tours (a mean of 3.17) and travelling with family
members (a mean of 3.94), compared with the average means of 3.22, 3.03 and
3.79. In the aspect of safety and hygiene, the older the people are, the greater
concern they show. The following are the means of different age groups of items
‘caring more about the hygiene and safety of destinations’; ‘caring more about
the hygiene and safety of transportation means’; and ‘caring more about the
health of the people to travel with’:

18 and below 19–35 36–55 55 and above

Item 9 4.00 4.17 4.24 4.27
Item 16 4.01 4.18 4.22 4.24
Item 17 3.95 4.05 4.15 4.19

The results also show that the lower the educational level, the greater the
impact of SARS. The reasons for this can be explained as: first, this group has little
knowledge of the prevention and treatment of epidemic diseases, and second,
SARS has brought about instability of their work. Concerning the educational
level, the higher it is, the greater the concerns on safety and hygiene are. Manage-
rial personnel respond strongly to the impact of SARS. This is perhaps decided
by the nature of their job. Because of SARS even some business travels were
cancelled. However, in terms of tourism preference, there is some difference in
 CIT 190

34 Current Issues in Tourism

occupation. For example, farmers and retired people have a strong requirement
for outdoor activities and eco-tourism, which indicates that the awareness of
healthy and leisure activities of ordinary people is improved. Government offi-
cials and business executives respond strongly to the items of the health of the
people to travel with, the hygiene of the hotels, and the avoidance of package
tours. Compared with other income groups, low income group (6000 and lower)
and high-income group (50,001 and above) show greater inclination of avoiding
going to big cities for leisure tourism. Low income group is more interested in
avoiding SARS affected areas, reducing the length of leisure trips, and caring
more about the hygiene of the transport means. High-income group tend to
choose close to home destinations and avoiding taking part in package tours.
Middle-income group (6001–50,000) cares less about the safety and hygiene than
other groups.

Conclusion
Due to environmental pressures, policies and regulations, and panic of this
unknown disease, SARS has greatly influenced people’s daily life and travel
activities during the crisis period. Tourist activities stopped almost completely,
especially in the SARS affected areas. China’s tourism industry experienced a
dramatic decline. This fact indicates that tourists are very sensitive to crises,
hence the tourism industry shows a characteristic of sensitivity and fluctuation.
Because of the unforeseeable and uncontrollable nature of crises, it is suggested
that the state should establish crisis forecasting and contingency systems for the
tourism industry, adopting active intervention measures to guide tourist
consumption behaviour, such as a fund for tourism recovery, guarantee funds
for tourists. Tourist enterprises should also establish crisis management systems
to minimise losses to the lowest level. What’s more, in crisis management the
establishment of an information system plays a vital role in reducing the nega-
tive impacts of crisis. The better the public is informed, the less fear and more
confidence they have. High transparency information system and efficient
contingency measures will help the recovery of the market.
SARS has affected the inclinations and preferences of tourists, especially the
types of tours and the patterns of travel. People tend to be more interested in
outdoor activities and eco-tourism, and city residents prefer to travel to the
suburbs and countryside. Generally speaking, the impacts of SARS acquire a
nature of suddenness and time period. The decrease of travel and tourism was
caused by a combination of internal motivation as well as external compulsory
measures and travel bans. Tourist behaviour, which follows the law of general
human behaviour, has a close relation with environment and individuality.
From a long-term point of view, tourist destinations and enterprises should lay
emphasis on factors that have a long-term effect on people’s behaviour when
marketing. They should adopt crisis intervention measure to short-term
changes.
SARS has aroused the general public’s attention to the matter of hygiene.
Hygiene and safety will become an important factor when people make travel
and tourism decisions. For tourist supply and services, the improvement of
hygiene will be an important factor in the improvement of the image of the desti-
 CIT 190

The Impacts of SARS 35

nation and enterprise. Therefore, it is recommended that relevant state adminis-

trative departments should formulate national standards for tourist attractions,
transportation means, and hotels, and adopt compulsory measure to implement
the standards, so as to guarantee the hygiene and safety requirements of tourists.
The impacts of SARS on the consumer behaviour of tourists vary according to
different demographic features. Different people have different attitudes
towards the crisis. Hence the intervention strategies to crisis should also be
different so as to meet the diversification. Although the advantage of the Western
separate dining style has become increasingly recognised, the adoption of it by
the Chinese people is still not as easily as expected. The changing of a customary
and traditional behaviour cannot be achieved easily and in a short-period of
time; nor is it realised by compulsory policies. The correct way is to cultivate
gradually a healthy habit.
The result of this survey indicates that the impacts of SARS on the safety of
China as a tourist destination are not as strong among Chinese as in the overseas
market. Therefore, it is necessary to increase promotion in the overseas markets
to change the safety image of China. This research suggests that China National
Tourism Administration (CNTA) should start promotion campaigns in the over-
seas markets to rebuild the hygiene and safety image of China, hence to help
build the confidence of the tourists.
The limitations of this study are: the fact that Beijing was a SARS affected area
has prevented any survey during the crisis period, hence the process of change of
attitude could not be investigated; as the survey was conducted immediately
after the WHO lifted its ban, the percentage of respondents from other parts of
China and foreign countries is small, and more than half of respondents were
Beijing residents; as the survey was conducted at the first weekend of the lift of
the ban, the tourist population surveyed was very likely representative of the
group who are allocentric in nature.

Acknowledgement
The authors acknowledge the statistical work of the research done by Ms Fang
Chun, Mr Yang Yu and Ms Wu Ting. Thanks are also given to the undergraduate
and graduate students of School of Tourism Management, Beijing International
Studies University, who distributed and collected the questionnaires.

Correspondence
Any correspondence should be directed to Professor Zhang Wen, School of
Tourism Management, Beijing International Studies University, 1 Dingfuzhuang,
Chaoyang District, Beijing, 100024 PR China (erwaizhw@yahoo.com.cn).

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 CIT 190

The Impacts of SARS 37

Appendix: The Impact of SARS on Consumer Behaviour of

Chinese Tourists
Dear Mr/Ms,
The outbreak of SARS has greatly affected China’s tourism industry. In order
to objectively describe the impacts of SARS, School of Tourism Management,
Beijing Second Foreign Language University is conducting a survey of ‘The
Impact of SARS on Consumer Behavior of Chinese Tourists’. Your kind support
and cooperation will be highly appreciated.
Beijing Second Foreign Language University
June, 2003

Items Rating Scale

Agree Somewhat Neither Somewhat Disagree
agree agree nor disagree
disagree
1. SARS has greatly affected my work 5 4 3 2 1
and life.
2. SARS has greatly affected my attitude 5 4 3 2 1
towards life and my way of life.
3. All of my business travels have been 5 4 3 2 1
cancelled during the SARS period.
4. All of my leisure travels have been 5 4 3 2 1
cancelled during the SARS period.
5. Because of SARS, I believe travelling in 5 4 3 2 1
China will be unsafe.
6. I will greatly reduce my travel plans in 5 4 3 2 1
the next 12 months.
7. I will avoid travelling to crowded big 5 4 3 2 1
cities after SARS.
8. Because of SARS, my interest in 5 4 3 2 1
participating in outdoor activities and
eco-tourism has increased.
9.I care more about the hygiene and 5 4 3 2 1
safety of the tourist sites after SARS. 5 4 3 2 1
10. I will reduce the length of travel and
tourism after SARS.
11. In choosing tourist destinations, I will 5 4 3 2 1
avoid SARS-affected areas.
12. I prefer suburbs or areas within short 5 4 3 2 1
distance for leisure travel after SARS.
13. I will reduce the possibility of joining 5 4 3 2 1
tour groups after SARS.
14. I prefer travelling with family 5 4 3 2 1
members and relatives after SARS.
15. I care more about the hygiene and 5 4 3 2 1
safety of the public recreation sites after
SARS.
16. I care more about the hygiene and 5 4 3 2 1
safety of the means of transportation
after SARS.
17. I care more about the health of the 5 4 3 2 1
members in the tour group after SARS.
 CIT 190

38 Current Issues in Tourism

18. I prefer to stay in high quality star 5 4 3 2 1
hotels after SARS.
19. I care more about the hygiene and 5 4 3 2 1
safety of the hotels after SARS.
20.I prefer separated dining while 5 4 3 2 1
travelling with a tour group. 5 4 3 2 1
21. I will not take wild animals as food in
the future.
22. I care more about the hygiene and 5 4 3 2 1
safety of the daily necessities while
travelling after SARS.

23. My Gender:
A) Male B) Female
24. My Age:
A) Under 18 B) 19–35 C) 36–55 D) 55 above
25. My Education:
A) Primary school B) Junior school C) High school D) University and above
26. My Occupation:
A) Executive in foreign company B) Executive in state-owned company
C) Entrepreneur in private company D) Government official E) Office clerk
F) Worker G) Farmer H) Serviceman I) Student
J) Retired people K) Teacher L) Others
27. My Income:
A) None B) under 6000 Yuan C) 6001–12,000 Yuan
D) 12,001–25,000 Yuan E) 25,001–50,000 Yuan F) 50,000 Yuan above
28. I come from:
A) Beijing B) Other Provinces and cities C) Overseas

Note: We would be very happy to share with you the results of the survey and our
research if you are interested in it. We will contact you at:__________________________

Thank you very much for your time and attention!