ANALYSIS OF CHANGES IN SENSORY PREFERENCES OF TOURISTS UNDER MARTIAL LAW
Abstract
The study of changes in sensory preferences of tourists under martial law is important both for understanding the impact of military conflicts on people's psychology and behaviour, and for developing strategies for managing the tourism industry in conditions of instability and crisis. The aim of the study is to analyse the changes in tourists' sensory preferences due to the effects of the Russian-Ukrainian war. Two sociological surveys were used to analyse and draw conclusions on the changes in the sensory preferences of tourists in connection with the large-scale invasion of Russia. The first survey was conducted in November-December 2021 and January 2022, the second in September and October 2023, which was a continuation of the first. A chi-squared test was calculated to confirm the hypothesis of a difference in the answers given by respondents before and during the war. Confirmation of the hypothesis allowed to prove that when developing tourism products, companies should take into account changes in the sensory preferences of tourists. The study showed significant changes in the choice of tourist options by travellers under the influence of sensory sensations that were formed during the Russian-Ukrainian war. The cost of travel has become more important, cultural and walking tourism has lost popularity, while extreme and gastronomic tourism has gained popularity. Aromas and tastes have a greater impact on travellers' associative memory, while visual impressions remain important, with historical themes becoming more popular. It was concluded that the sensory preferences and emotional reactions of travellers differ significantly by age. Younger respondents (under 16 years old) prefer food and music the most, while the older group (over 50 years old) prefers cuisine, tastes and appearance. It is clear that tourism businesses need to adjust their services and marketing strategies to take into account these age-specific characteristics and differences in tourists' reactions to sensory stimuli. Tourism businesses can use the findings of this study to adapt their marketing strategies and tourist offerings to the changing sensory preferences and needs of tourists caused by the military conflict. This will allow them to attract and retain customers even in times of insecurity, instability and crisis.
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