How Do Young Tourists Behave in the New Normal? Case of Sapanca/Türkiye

COVID-19 is a health crisis affecting the entire world and industries. Tourism and travel are the leading industries that the pandemic affects negatively. Actions such as health protocols, curfews, and closure of international borders have visibly reduced tourist numbers and changed tourist behavior. The conditions that emerged after the pandemic affected the habits of young tourists as well as different segments. Nevertheless, despite its importance for tourism marketing, studies on young tourists have remained limited after the pandemic. This study aims to understand how the perceptions and experiences of young tourists are shaped in the new normal, especially how their approaches to experiencing nature during their holidays have evolved. The change in the preferences and experiences of young tourists is analyzed through the example of Sapanca, a destination whose popularity has increased considerably with the pandemic process. Semi-structured interviews were conducted with young tourists staying in the district and bungalow business officials who offer a holiday experience in nature. The data obtained were subjected to content analysis. The results show that the traumatic traces of the pandemic, personal health concerns, and young people’s passion for freedom have led them to nature-based tourism destinations and accommodation options such as bungalows, villas, and chalets. It can be said that the natural interest of young people in the news also plays a role in this. The tourism industry and organizations’ adaptation to the competitive environment of the new normal are closely related to their understanding of tourist behavior. Therefore, it would be a worthwhile endeavor to track the expectations and motivations of young people toward options that offer the opportunity to experience nature and the destinations associated with it.