Live in the city or the country? How your location — and your thoughts on death — shape your travel choices

When the first case of COVID-19 in the U.S. emerged in January 2020, many Americans began to confront the reality of death. Six years later, researchers at the University of Florida and Hanyang University in South Korea are revealing how people’s sense of their own mortality during the pandemic influenced whether they traveled within their local communities.

This first-of-its-kind study, published in the International Journal of Tourism Research on March 7, found that people’s responses to thoughts of their own mortality — and the travel decisions that follow — vary depending on where they live. People in tourism hotspots like New York City or Las Vegas react differently to reminders of death than individuals in areas with fewer attractions, which influences how they seek meaning, cope with stress and decide whether to travel.

“Human behavior isn’t only shaped by what we think but also by where we live,” said Jinwon Kim, Ph.D., an associate professor in the UF College of Health & Human Performance’s Department of Tourism, Hospitality & Event Management, who spearheaded the study. “Our study introduced a geo-psychology approach, which looks at how location and environment affect behavior. This is the first time this concept has been applied in tourism research.”  

Kim collaborated on the study, which received the Best Paper Award at the 2025 Global Congress of Special Interest Tourism and Hospitality, with UF doctoral students Wonji Chung and Jiwoo Jung; and Ji Youn Jeong, Ph.D., an associate professor in Hanyang University’s Department of Tourism. 

In June 2022, the researchers surveyed 440 U.S. adults about their thoughts on mortality, cultural values, self-esteem, travel intentions and transcendence (their desire to find meaning and connection beyond themselves). 

“When we are aware of our own mortality, we naturally look for ways to restore psychological balance,” Kim said. “Positive, healthy coping strategies can build resilience and point people in the direction of achieving transcendence, and as such, an increased likelihood of traveling.” 

The researchers also discovered that reflecting on mortality can strengthen self-esteem and broaden perspective, often prompting coping strategies such as thoughtful reflection. These strategies, in turn, heighten a person’s desire for transcendence and travel — a pattern especially found among individuals living in high-tourism areas.

“In tourism hotspots — where basic safety and infrastructure needs are largely satisfied — tourism forms that focus on cultural meaning, well-being and slower, more reflective experiences, effectively helping individuals manage their thoughts about death,” Kim said. “These tourism experiences move beyond escapism or distraction, and instead drive people to fulfill transcendence needs, such as meaning-making, self-actualization and a sense of connection to something greater than oneself.”

In contrast, people who adopt negative coping strategies, such as withdrawing from society or ruminating on bad thoughts as a response to thinking about their own mortality, are less likely to seek transcendence and travel. This pattern is more common among residents in low-tourism regions. 

“When people think about death, travel often becomes a way to find renewal and meaning. In areas with low tourism concentration, basic tourism resources — such as cultural attractions, wellness or slow tourism experiences and accessible travel services — are often scarce. This can lead to feelings of uncertainty that can intensify existing anxiety,” Kim said. “As a result, individuals in these regions have fewer opportunities to engage in experiences that foster self-reflection, personal growth or connection to broader cultural or existential meanings.”

Kim suggests that travel marketers should highlight destinations as opportunities for personal growth, wellness and discovery. Additionally, for communities with fewer tourism options, he recommends promoting destinations or attractions — like parks, nature walks and museums – more clearly, to encourage reflection and connection.