Data Analysis of Behavioral Intention of Beijing Residents in the
Post-Epidemic Era
Huimei Tang*
College of Management, Shanghai University, Shanghai 200444, China
Keywords: COVID-19, Big Data, Internet, Tourism Consumer Behavior Intention.
Abstract: The COVID-19 pandemic has dealt a major blow to the tourism industry. Since the normalization of domestic
epidemic prevention and control, tourism consumption has started the ' internal circulation ' mode, and the
domestic tourism market has recovered steadily. It is necessary to re-evaluate the dynamic changes in tourism
development. Traditional statistical methods are no longer suitable for research, and the application of the
Internet and big data provides new ideas for solving tourism development problems. This study collected data
on Beijing residents ' tourism market in three quarters, using tourism consumer behavior theory and behavioral
intention theory to establish a behavioral intention model, using analytic hierarchy process and expert
evaluation method to construct a tourism intention evaluation system. The time changes and characteristics
of tourists ' travel intentions and preferences are described and analyzed. Finally, based on information
technology, it provides suggestions for the development of the tourism market.
1 INTRODUCTION
Since April 2020, China's economy has continued to
recover steadily, and tourism consumption has
opened an "internal cycle" model. The post-epidemic
period is based on China's national conditions. The
interval refers to the period from the normalization of
domestic epidemic prevention and control on April
29, 2020, to the complete end of the epidemic
(Fishbein & Ajzen 1975). During this period, the
epidemic continued to affect people’s lives. To better
adapt to the dynamic changes in the tourism market,
the tourism industry needs to use the Internet, big
data, artificial intelligence, and other technologies to
meet the diversified needs of tourists and improve the
connotation and quality of tourism services (Ajzen &
Driver 1992). Therefore, this study takes Beijing as a
case study to construct a behavioral intention model,
conduct a third-quarter tourism market survey, and
analyze the changing trends and characteristics of
Beijing residents' tourism consumption behavior.
This study will help tourism practitioners to
understand market changes more comprehensively
and in detail and provide micro-guidance for tourism
consumption stimulus policies with the help of
information technology.
2 THEORETICAL MODEL
Based on relevant literature and theory at home and
abroad, this paper constructs a post-epidemic tourism
behavior intention model (Fig. 1). The model is
divided into two parts: Travel intention (the
possibility, expectation, attitude); Travel preferences
(travel motivation, resource preferences, travel time,
travel companions).
This paper mainly studies the subjective
psychological state of tourists from the perspective of
tourism intention. First, the willingness to travel, that
is, whether residents are willing to travel in the next
month; second, travel expectation, people judge
whether their travel can achieve the purpose or meet
their needs; third, travel attitude, that is, subjective
support for the epidemic travel activities; fourth,
epidemic perception, people subjectively evaluate the
impact of the epidemic on their travel willingness and
travel plans (Eagly & Chaiken 1993). We need to
comprehensively measure tourists ' travel intentions
by constructing a travel intention evaluation system.
In addition, this paper also studies the travel purpose,
resource preference, travel scope, travel time, travel
companions, and other tendencies. This section
involves multiple types of choices, using
questionnaires to collect data.
Tang, H.
Data Analysis of Behavioral Intention of Beijing Residents in the Post-Epidemic Era.
DOI: 10.5220/0011750400003607
In Proceedings of the 1st International Conference on Public Management, Digital Economy and Internet Technology (ICPDI 2022), pages 491-494
ISBN: 978-989-758-620-0
Copyright
c
 2023 by SCITEPRESS – Science and Technology Publications, Lda. Under CC license (CC BY-NC-ND 4.0)
491

Figure 1: Epidemic travel intention model (hand-painted).
Table 1: Travel intention judgment matrix (hand-painted).
Travel
inclination
Travel
expectation
Travel attitude
Epidemic
perception
Travel inclination 1.00 4.00 3.60 3.80
Travel expectation 0.25 1.00 2.04 2.19
Travel attitude 0.28 0.49 1.00 2.67
Epidemic perception 0.26 0.46 0.37 1.00
3 TRAVEL INTENTION
EVALUATION INDEX SYSTEM
Based on the evaluation model, the expert evaluation
method is used to construct a pairwise comparison
matrix and calculate the weight of each index. The
analytic hierarchy process to determine the index
weight steps are as follows:
3.1 Judgment Matrix
The evaluation indexes of travel intention in this
paper are divided into four categories: travel
intention, travel expectation, travel attitude, and
epidemic perception. In this way, the evaluation index
system of Beijing residents’ travel intention is
constructed (Yang 2008). Based on the evaluation
model, the expert evaluation method is used to
construct a pairwise comparison matrix (Table 1).
According to the constructed judgment matrix, the
hierarchical sorting operation is carried out to
calculate the geometric mean of each row vector and
then normalized. Finally, the index weight and the
maximum eigenvalue are obtained. The specific
calculation process is as follows:
First, find the geometric mean m
i
of elements of
each row of judgment matrix A:
m1=
√
1.00 4.00 3.60 3.80

2.72
m2=
√
0.25 1.00 2.04 2.19

=1.03
m3=
√
0.28 0.49 1.00 3.67

=0.78
m4=
√
0.26 0.46 0.37 1.00

=0.46
The vector is normalized to obtain.
𝑊𝑢1 
𝑚𝑖
∑
𝑚𝑖


0.546
Similarly, 𝑊𝑢2=0.206, 𝑊𝑢3=0.156, 𝑊𝑢4=0.092
Therefore, the weight vector can be obtained
WA=（0.546,0.206,0.156,0.092）
Then,
A*WA=0.546,0.206,0.156）
*
1.00
0.25
0.28
0.26
4.00
1.00
0.49
0.46
3.60
2.04
1.00
0.37
3.80
2.19
2.67
1.00
=（
2.282,0.863,0.655,0.388）
Wi is to obtain the index weight, and the
maximum eigenvalue of the judgment matrix is
calculated by the obtained index weight Wi:
ICPDI 2022 - International Conference on Public Management, Digital Economy and Internet Technology
492

Table 2: Travel intention evaluation index score (hand-painted).
Time
2021.81-8.7 2021.9.23-9.30 2021.12.24-12.31
Travel inclination 3.43 3.19 2.68
Travel expectation 3.66 3.52 3.43
Travel attitude 3.08 3.76 3.06
Epidemic perception 2.30 2.53 2.09
λ_max=∑_(i=1)^5▒AWA/nWi=1/5
（2.282/0.546+0.863/0.206+0.655/0.156+0.388/0.0
92=）=4.194
Finally, define the consistency ratio CR = 0.072, less
than 0.1, therefore, the judgment matrix is consistent.
3.2 Calculating Overall Travel
Intention Value
Through the weight and Likert scale score of the
travel intention index ( as shown in Table 2 ), we can
calculate the total score of travel intention at different
stages. The total score is expressed by T,
T_1=3.32, ,T_2=3.29,T_3=2.84. This paper uses the
five-level Likert scale measurement, so when the
score is greater than 3, the travel intention is positive.
4 QUESTIONNAIRE DESIGN
AND SURVEY
Based on the literature review, the questionnaire is
divided into four parts: The first part is the basic
information about tourists, including tourists ' gender,
age, occupation, education, residence, and so on (Hu
2019). The second part is the residents ' travel
intention, including travel intention, travel
expectation, travel attitude, and epidemic perception,
which are all measured by the Likert five-level scale.
The third part is the tourism preferences of tourists,
including tourism purposes, resource preferences, the
scope of travel, travel time, and travel companions.
The questionnaire was distributed and collected in
three quarters from 1/8/2021 to 31/9/2021. After
removing the problem samples, 413 valid
questionnaires were collected. Among them, 304
valid sample questionnaires with obvious willingness
to travel after the epidemic. Through SPSS reliability
measurement, the reliability of the tourism intention
questionnaire is 0.746, the reliability of the tourism
psychology questionnaire is 0.91, and the overall
reliability of the tourism intention is 0.63, showing
good reliability and meeting the survey requirements.
5 RESULT
After the epidemic, the overall travel intention of
Beijing residents showed a downward trend. In the
first quarter and the second quarter, Beijing residents’
travel intentions are higher, and in the third quarter,
travel intention is very low. It shows that the overall
domestic tourism market has recovered well, the
tourism demand is high, and the travel intention will
fluctuate significantly due to the rebound of the
epidemic.
In terms of travel purposes: After the epidemic,
people's travel purposes is stable, and leisure and
relaxation are the main motivations for tourists to
travel. From the perspective of the time change, the
demand for entertainment and leisure is rising, and
travel choices are more diverse. In terms of resource
preference: after the epidemic, dominated by
domestic tourism, natural scenery, and leisure and
entertainment tourism products are more in line with
the needs of tourists. In terms of time, with the
improvement of the domestic epidemic prevention
and control situation, the control policies of various
scenic spots and entertainment venues have become
more relaxed, and tourists have more travel options.
In terms of the scope of travel: Overall, Beijing
residents are more willing to choose suburbs and
surrounding provinces and cities in the later stages of
the epidemic. Affected by the epidemic prevention
and control policy, the risk of close travel is low.
Followed by other provinces and cities, a small
number of tourists choose Beijing. In terms of travel
time: tourists mainly short-term travel within three
days and the travel time will change according to
holidays and vacation policies. In terms of travel
companions: tourists are more inclined to travel with
family, friends, or partners. When the outbreak is
worse, the demand for travel with family increases
because it is safer.
Data Analysis of Behavioral Intention of Beijing Residents in the Post-Epidemic Era
493

6 CONCLUSIONS
First, in the later stage of the epidemic, the domestic
tourism market has recovered well, and tourists have
a high intention to travel. The domestic travel
environment is safe and stable, but safety issues are
still the primary factor hindering travel.
Second, the impact of the epidemic on tourists'
travel intentions is direct and long-standing. The
rebound of the epidemic will bring fluctuations in
tourists ' travel intentions. With the maturity of
epidemic prevention and control, the impact of the
epidemic on tourists' travel intentions will gradually
weaken, and tourists' confidence in tourism activities
will gradually increase.
Third, leisure and relaxation after the epidemic
has become the main purpose of tourists ' travel.
Natural scenery and leisure and entertainment
tourism products are more in line with post-epidemic
tourism needs. The natural environment is safer and
can relax people's long-term depression to a greater
extent.
Fourth, in the later stage of the epidemic, the
demand for short-term close-range tourism products
increased, and family travel became a trend. At the
same time, tourists pay more attention to the health
and safety of the tourism process, including the
environment of the tourist destination, tourist
companions, scenic traffic, and so on.
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Eagly, A. H & Chaiken, S. 1993 The psychology of
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Fishbein, M. & Ajzen, L. 1975 Belief, attitude, intention,
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