Abstract:

The COVID-19 pandemic posed challenges to the tourism sector globally. We investigated changes in visitor demographics, satisfaction level, and its determinants pre- and peri-COVID-19. Data were collected using questionnaire surveys in 2019 and 2021 within Banff National Park (BNP). The data analyses were based on a sample size of 1183 respondents by conducting factor analysis, correlation analysis and stepwise regression analysis. Results highlight that there were fewer international visitors and more local and domestic visitors during the pandemic. Park attributes were evaluated at a higher satisfaction level peri-COVID-19. The quality of the Park facilities and services were the most important satisfaction determinants pre- and peri-COVID-19, and all the Park COVID-19 measures and actions received positive experience from visitors. This research fills this knowledge gap by developing a better understanding in the change of visitor demographics and satisfaction level in BNP under the context of the pandemic. It also provides implication for both scholars and practitioners to understand the impacts of the pandemic on Park visitation. The study can provide insights for utilizing the pandemic as a transformative strength and for mitigating its negative impact on tourism industry.

Key words: National park, COVID-19 pandemic, Visitor experience, Tourism management, Visitor perception