{"id":2665,"date":"2025-06-09T13:57:03","date_gmt":"2025-06-09T06:57:03","guid":{"rendered":"https:\/\/riat.vn\/shaping-post-pandemic-travel-behavior-the-influence-of-dietary-preferences-and-health-communication\/"},"modified":"2025-07-24T21:46:01","modified_gmt":"2025-07-24T14:46:01","slug":"shaping-post-pandemic-travel-behavior-the-influence-of-dietary-preferences-and-health-communication","status":"publish","type":"post","link":"https:\/\/riat.vn\/en\/shaping-post-pandemic-travel-behavior-the-influence-of-dietary-preferences-and-health-communication\/","title":{"rendered":"Shaping Post-Pandemic Travel Behavior: The Influence of Dietary Preferences and Health Communication"},"content":{"rendered":"<p data-pm-slice=\"1 1 []\"><em><strong>The introduction lays the foundation for the entire study by emphasizing the profound disruptions the global tourism industry has faced due to the COVID-19 pandemic, and by presenting two strategic research approaches from James Cook University (JCU), Singapore campus. From analyzing tourists\u2019 dietary preferences to health protection behaviors and the role of media, this section proposes a scientific framework to promote a safer, more personalized, and sustainable recovery for the tourism industry. <\/strong><\/em><\/p>\n<h3 data-pm-slice=\"1 1 []\">Research Context and the Need for Structural Reform in Tourism<\/h3>\n<p>The COVID-19 pandemic profoundly transformed the global tourism industry, creating a \u201ccritical turning point\u201d at which traditional tourism models must be reassessed through new lenses of health, safety, sustainability, and personalized experience. In this context, researchers at James Cook University Singapore conducted two applied research projects to explore the relationship between dietary preferences, health-protective behaviors, media interaction, and travel intention in the post-pandemic era.<\/p>\n<p>These studies are not only academically valuable but also highly applicable, helping tourism organizations and policymakers shape effective recovery strategies.<\/p>\n<p><iframe title=\"New directions to tourism research with impact: JCU 2020 Professorial Lecture Webinar Series 6\" width=\"1020\" height=\"574\" src=\"https:\/\/www.youtube.com\/embed\/QfyibCLxJeM?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<h2>Enhancing Destination Value Through Dietary Preferences<\/h2>\n<h3>From Supply to Demand: An Unresolved Gap<\/h3>\n<p>Prior to the pandemic, many food service providers focused primarily on what they could supply, paying limited attention to personalization and the diverse dietary preferences of tourists. This resulted in a \u201cvalue gap,\u201d especially in destinations such as Singapore, which hosts visitors from various cultures, religions, and lifestyles. The JCU study highlighted that shifting from a supply-driven logic to a customer-centric approach offers a competitive edge in the tourism recovery phase.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-1928\" src=\"https:\/\/riat.vn\/wp-content\/uploads\/2025\/06\/Dinh-hinh-Hanh-vi-Du-lich-Hau-Dai-dich-Tac-dong-cua-So-thich-An-uong-va-Truyen-thong-Suc-khoe-min.jpg\" alt=\"Categorizing Dietary Preferences: More Than Personal Choice\" width=\"680\" height=\"454\" srcset=\"https:\/\/riat.vn\/wp-content\/uploads\/2025\/06\/Dinh-hinh-Hanh-vi-Du-lich-Hau-Dai-dich-Tac-dong-cua-So-thich-An-uong-va-Truyen-thong-Suc-khoe-min.jpg 680w, https:\/\/riat.vn\/wp-content\/uploads\/2025\/06\/Dinh-hinh-Hanh-vi-Du-lich-Hau-Dai-dich-Tac-dong-cua-So-thich-An-uong-va-Truyen-thong-Suc-khoe-min-300x200.jpg 300w\" sizes=\"(max-width: 680px) 100vw, 680px\" \/><\/p>\n<h3>Categorizing Dietary Preferences: More Than Personal Choice<\/h3>\n<p>The study surveyed 600 tourists from key source countries to Singapore, including the United States, United Kingdom, Australia, and India. The analysis revealed that:<\/p>\n<ul data-spread=\"false\">\n<li>Nearly 70% of tourists have specific dietary requirements (e.g., vegetarian, gluten-free, low-sodium, high-protein)<\/li>\n<li>44% report allergies or food intolerances<\/li>\n<li>66% state that dietary preferences influence their choice of destination<\/li>\n<li>67% are willing to pay more for meals tailored to their needs<\/li>\n<\/ul>\n<p>These findings indicate that dietary preferences are not peripheral\u2014they are decisive components of the travel experience.<\/p>\n<h3>Practical Implications and Strategic Recommendations<\/h3>\n<p>The study proposed several actionable strategies for destinations such as Singapore:<\/p>\n<ul data-spread=\"false\">\n<li>Increase responsiveness to religious and medical dietary requirements<\/li>\n<li>Offer customized menus aligned with various health and lifestyle segments<\/li>\n<li>Provide hospitality training on nutritional needs and limitations of different traveler groups<\/li>\n<li>Promote \u201cinclusive gastronomy\u201d as a post-pandemic competitive advantage<\/li>\n<\/ul>\n<p>Notably, while Singapore scores highly on overall tourism satisfaction (88%), only 50% of tourists feel their dietary preferences are met\u2014a gap that, if addressed, could significantly improve tourist loyalty and return rates.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-large wp-image-1929\" src=\"https:\/\/riat.vn\/wp-content\/uploads\/2025\/06\/Dinh-hinh-Hanh-vi-Du-lich-Hau-Dai-dich-Tac-dong-cua-So-thich-An-uong-va-Truyen-thong-Suc-khoe-2-min-1024x768.jpg\" alt=\"Categorizing Dietary Preferences: More Than Personal Choice\" width=\"1020\" height=\"765\" srcset=\"https:\/\/riat.vn\/wp-content\/uploads\/2025\/06\/Dinh-hinh-Hanh-vi-Du-lich-Hau-Dai-dich-Tac-dong-cua-So-thich-An-uong-va-Truyen-thong-Suc-khoe-2-min-1024x768.jpg 1024w, https:\/\/riat.vn\/wp-content\/uploads\/2025\/06\/Dinh-hinh-Hanh-vi-Du-lich-Hau-Dai-dich-Tac-dong-cua-So-thich-An-uong-va-Truyen-thong-Suc-khoe-2-min-300x225.jpg 300w, https:\/\/riat.vn\/wp-content\/uploads\/2025\/06\/Dinh-hinh-Hanh-vi-Du-lich-Hau-Dai-dich-Tac-dong-cua-So-thich-An-uong-va-Truyen-thong-Suc-khoe-2-min-768x576.jpg 768w, https:\/\/riat.vn\/wp-content\/uploads\/2025\/06\/Dinh-hinh-Hanh-vi-Du-lich-Hau-Dai-dich-Tac-dong-cua-So-thich-An-uong-va-Truyen-thong-Suc-khoe-2-min.jpg 1080w\" sizes=\"(max-width: 1020px) 100vw, 1020px\" \/><\/p>\n<h2>Post-Pandemic Travel Intention and the Extended PMT Model<\/h2>\n<h3>Tourism Reimagined: From Health Protection to Information Control<\/h3>\n<p>As health concerns rose to prominence after COVID-19, JCU Singapore approached the phenomenon by extending the Protection Motivation Theory (PMT) to understand travel behavior through two new lenses: health-protective behavior and media engagement.<\/p>\n<p>PMT traditionally explains how individuals respond to health threats via cognitive factors such as perceived threat and coping ability. The current research incorporates two additional mediating variables that reflect the unique characteristics of the pandemic\u2014especially as it unfolded in the digital age where information spreads with unprecedented speed.<\/p>\n<h3>Media Engagement: A Double-Edged Sword<\/h3>\n<p>Preliminary findings suggest that social media plays a dual role. On one hand, it provides official information, increasing reassurance. On the other, rumors, personal opinions, and co-created content may heighten anxiety or mislead perceptions of destinations. These communication behaviors\u2014framed as a form of non-pharmaceutical intervention\u2014must be effectively managed if destinations aim to restore a positive image.<\/p>\n<h3>Health-Protective Behavior: A Determinant of Destination Trust<\/h3>\n<p>The second factor\u2014health-protective behavior\u2014includes tourists\u2019 attitudes toward mask-wearing, social distancing, hand hygiene, and vaccination. Tourists who perceive that destinations support such measures are more likely to plan a trip. This implies that policy and communication must ensure transparent, proactive, and personalized safety information.<\/p>\n<h2>Conclusion and Policy Implications<\/h2>\n<p>The two research projects from JCU Singapore provide a solid scientific foundation for designing smart, safe, and adaptive tourism recovery strategies.<\/p>\n<p>On one hand, tourists\u2019 dietary preferences now play a behavior-shaping role, influencing both return intention and spending. Personalizing food is not merely a nutritional matter but also a cultural and emotional touchpoint. On the other hand, health-protective behavior and media-shaped trust are decisive factors determining whether post-pandemic travel occurs at all.<\/p>\n<p>Destinations should proactively develop adaptive food service capacities, implement flexible menu design, enhance hospitality workforce training, and coordinate official communication\u2014particularly across social media platforms\u2014to build an image of safety, responsiveness, and modernity.<\/p>\n<h2>A Call for Collaboration and Expanded Research<\/h2>\n<p data-pm-slice=\"1 1 []\">Professor Abhishek Singh Bartay and the research team welcome partnerships with academics, tourism industry stakeholders, and tech innovators to expand the research into other Southeast Asian destinations. The goal is to build an ecosystem of data and insight to enhance the resilience of the tourism sector through evidence-based decision-making.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The introduction lays the foundation for the entire study by emphasizing the profound disruptions the global tourism industry has faced due to the COVID-19 pandemic, and by presenting two strategic research approaches from James Cook University (JCU), Singapore campus. From analyzing tourists\u2019 dietary preferences to health protection behaviors and the role of media, this section&#8230;<\/p>\n","protected":false},"author":1,"featured_media":2514,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[347,402,401],"tags":[357],"class_list":["post-2665","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-culinary-tourism-en","category-tourism-news","category-webinar-en","tag-hanh-vi-du-lich-en"],"_links":{"self":[{"href":"https:\/\/riat.vn\/en\/wp-json\/wp\/v2\/posts\/2665","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/riat.vn\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/riat.vn\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/riat.vn\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/riat.vn\/en\/wp-json\/wp\/v2\/comments?post=2665"}],"version-history":[{"count":0,"href":"https:\/\/riat.vn\/en\/wp-json\/wp\/v2\/posts\/2665\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/riat.vn\/en\/wp-json\/wp\/v2\/media\/2514"}],"wp:attachment":[{"href":"https:\/\/riat.vn\/en\/wp-json\/wp\/v2\/media?parent=2665"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/riat.vn\/en\/wp-json\/wp\/v2\/categories?post=2665"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/riat.vn\/en\/wp-json\/wp\/v2\/tags?post=2665"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}