The importance and maintenance of the Clean & Safe seal in the travel decision-making of residents in Portugal in the post-COVID-19-pandemic period

Abstract This study analyses the impact of the Clean & Safe Seal — implemented by Turismo de Portugal — on Portuguese tourists’ travel decisions in two post-pandemic periods, using 370 questionnaires: 207 administered between December 2021 and January 2022, and 163 between December 2022 and February 2023. In the first time interval, the perception of risk was decisive, with the Clean & Safe Seal strongly influencing choices made due to hygiene considerations. In the second time interval, the seal’s influence decreased significantly, as did concern for its maintenance. There was a greater preference for rural and local accommodation in the first period — two to three times higher than in the second. Young people predominated amongst the respondents, limiting the age representation despite the otherwise robust sample. The study’s quantitative method excluded subjective questions, suggesting that future studies could include open-ended interviews to explore tourists’ needs and frustrations. Tourism managers and businesses should study risk perception to make informed decisions and avoid unnecessary costs. This is the first study to compare the influence of the Clean & Safe Seal at two different points in time, highlighting how risk perception affects tourist behaviour.