The Emerald Handbook of Destination Recovery in Tourism and Hospitality

The purpose of this chapter is to explore the effects of COVID-19 pandemic on tourism and hospitality. Motivation of the researchers in constructing the chapter was to logically alert the present-day and future world tourism and hospitality business leaders on how to respond to the disruptive forces attributed to deadly viral pandemics like that of COVID-19 pandemic. The purpose being to draw conclusions and identifying the research gaps. It is based on a structural analysis methodology to frame the categories of the major analysis in combination with scientific rigour to a broad and complex problem. Research results proved that the primary effects of COVID-19 pandemic on tourism and hospitality industry include technology disruption, globalisation problems and logistical inefficiencies. Implications to contemporary tourism and hospitality industry business leaders include bringing-in technologies, incubating survival plans of actions. The study results underscore the necessity of understanding effects of COVID-19 pandemic on tourism and hospitality so as to craft both proactive and reactive strategic stances. The research contributes to literature and theoretical novel introspections into the depth and breadth of how various tourism and hospitality industry metamorphoses can lead to navigation and survival in such COVID-19 pandemic environments.

It is beneficial to use strategic management to gain profound, long-term comprehension and learning in challenging topics such as change evaluation. Since the impact of COVID-19, norms changed, complexities developed and situational elements were identified that could be used to improve and manage operations. This change did not spare the tourism and hospitality industry; as a result, this industry is facing a crisis to recover from pandemics. Keeping this in mind, researchers struggle to investigate the phenomenon; quested advantages may be derived for rehabilitation. Strategic leadership perspective is one of them that can be used for more significant tourism industry benefits. Leaders are required to prepare strategies for developing technical abilities to increase the efficiency of their organisations. It must become necessary to have a strategic aim to change existing social and cultural values, religious standards and psychological attitudes under their vision. This chapter aims to apply the theory of change to manage the tourism and hospitality industry's recovery, focusing on strategic leadership's theoretical framework and strategic intent. The chapter includes a study of the literature to determine the effectiveness of strategic intent in the leadership of the tourism industry. In addition, this work debates about building a better and more comprehensive understanding of the factors that influence, contribute to and relate to strategic intention. This chapter draws several beneficial propositions for readers, academicians and practitioners.

The Industry 4.0 revolution (I4.0) brings significant transformations in the travel and tourism industry. Advanced technologies like virtual reality, automation and robotics have paved the way for ‘seamless travel’. The educators are also under pressure to upgrade the curriculum to impart such skills among students, but suitable teaching methods shall also be required. Such practices include event-based education, interdisciplinary collaboration, teamwork, presentation skills and many other adaptative techniques. Hackathons, an essential part of ‘event-based education’, can support the I4.0 paradigm for Industry and academia. This study analyses six hackathons organised by Industry and academic institutions to explore how they contributed to solving the Industry's problems and imparting I4.0 skills among students.

The effect of COVID-19 has undoubtedly left a vacuum in all sectors of the economy in the world, and this is the case especially in the hospitality sector in Nigeria. This vacuum has dealt negatively with the huge investment in the industry to the extent that all stakeholders are at cross-roads on the way out of the predicament. This therefore calls for strategic thinking among the stakeholders in order to reposition the industry to regain its lost trust occasioned by the pandemic. The year 2020 was declared as the worst year in tourism industry, and with the significance of the industry to the well-being of the people across nations, ‘out of the box’ solutions are required to reposition the industry for maximum effectiveness to regain its lost glory. Hence, the question: Can innovative thinking enhance hospitality industry recovery in Nigeria and will new product development reposition the industry? The outcome of the study will be of benefit to the industry stakeholders. Hospitality industry recovery will increase the revenue of Government, touch positively on customers’ emotions who lost loved ones during the pandemic as patronage increases and put smiles on investors' faces as a result of higher returns. The study reviews relevant literature and interviewed stakeholders in the industry. It x-rays the challenges, proffers innovative solutions, such as development of offerings that touch people's emotions, embarks on facility upgrade and makes recommendations that will re-brand the hospitality industry, so that it can better appeal to the customers coupled with safety and security measures.

Travel ban, restriction and health hazards are the results of disruptive shocks in the tourism industry leading to a significant negative impact on the tourism business. We investigated the COVID-19 induced different restrictions effects in Bangladesh through the synthesis of the literature evidence. Our study found the tourism industry is one of the hardest-hit service industries worldwide during the pandemic. The main purpose of this chapter is to discuss the impact of COVID-19 on the tourism and hospitality industry in Bangladesh. New post-epidemic potentials for sustainable tourism growth are outlined. The consequences of COVID-19 in global sustainable tourism are discussed using a qualitative technique based on emergent literature, the most recent tourism reports and content analysis in this chapter. This book chapter complements the literature inventory on COVID-19 by estimating and tracking the world economy's major effects, the impact on sustainable travel and tourism, the effects on nature wildlife tourism and (new) openings for further sustainable tourism. Finally, it analyses the nature and scope of COVID-19's effects on tourism, recovery and resolution in the post-pandemic tourism industry, as well as the suggestions for future growth of sustainable tourism.

It was estimated that 450 million people would take vacations during the Chinese Spring Festival in early 2020, yet the outbreak of the pandemic resulted in a sudden brake of travel business. This caused an unparalleled damage to the industry for tourism cities in China. Among those cities, Hangzhou was the first to activate the First Level Public Health Emergency Response, indicating an immediate lockdown. However, within one month, the city started to reopen its public facilities, parks and gardens for residents. From then, the city has witnessed a well-controlled pandemic and steady recovery of tourism. Therefore, the author intends to explore (1) what contributes to the tourism recovery in Hangzhou; (2) how the policy was implemented efficiently and (3) the casual relations between the safe destination image and the recovery of tourism industry. From a longitudinal perspective, the research adopted qualitative methods to collect data from policy documents, interviews and auto-ethnographic reflections. Thematic analysis indicates that effective control of the pandemic, early application of tracing app, seamless linkage between administrative levels and the cooperation of local residents are important to create a positive and safe destination image; traditional values and the authority of the government are equally important for implementing measures and policies successfully; more importantly, the safe image of a destination is considered as the most important reason for Chinese to make a travel decision. The research will contribute to destination management under crisis and exemplify the possibility to build the destination resilience with those effective.practices.

This study aims to highlight the post-COVID-19 trends in tourism education within the context of Transformational Learning Theory (TLT). This theory represents a transition in an individual's consciousness and the world beliefs and is usually applied in traditional educational system context. As the current educational system is altering and moving from traditional to digital classrooms, this chapter will explore the 10 phases of the transformative learning process in the upcoming educational trends. The study is conceptual and suggests that reformation of tourism education be adopted from the existing norms of TLT.

Sports tourism has become an important element of reconstruction, and also considered as a strong tourist activity for tourism development and recovery. Therefore, the main aim of current research is to study the economic impact of sporting events on host communities based on stakeholder theory in Aras Free Zone of Iran and how it may contribute to rejuvenating tourism destination. Qualitative method has been used for the aim of this chapter. A semi-structured interview is applied for data collection. The sampling method was purposive sampling with maximum diversity or heterogeneity. 21 stakeholders have been interviewed who involved in the Iran-Azerbaijan International Cycling Tour or the International Traditional Archery Competition – Aras Geopark Cup. Potential cycling tour stakeholders are selected to conduct in-depth interviews in terms of the economic impact of sport tourism events specifically cycling tours which can be operated by social distancing rules in Aras Free Zone, Iran. The interviews were analysed by thematic analysis. Extracted codes were categorised into four themes: infrastructure development and services, increased awareness of the host community, managerial and policy development, business development, and investment. This study suggests that small scale sports tourism could be considered as motivation drivers in emerging tourist destinations; Specifically, those sports that can be practiced in the pandemic situation following physical distancing such as cycling. The findings of this study help to policymakers and destination marketers to use appropriate sports tourism events as a tool for economic development and tourism recovery of destinations. Managerial implications and limitations are discussed.

Given Bali's prominence in Indonesia's hospitality industry, tourist hypermobility regarding food preferences following the COVID-19 pandemic continues to be a source of contention. As such, this chapter will investigate extreme mobility by examining how ‘the flashpackers’ construct their nomadic lifestyles. This chapter focuses on the ‘freedom to eat’ in a variety of different types of restaurants throughout the destination – creating a pattern of hypermobility. Flashpacker's hypermobility data come from a network analysis of TripAdvisor reviews – with Bali (Indonesia) serving as the case study location. According to the analysis's findings, there are eight distinct preference groups for food and beverage products in Bali. It was discovered that at least five ‘star factors’ contributed to preferences across the eight groups, including (1) ratings, (2) popularity, (3) ownership, (4) social media and (5) price. In light of these factors, the chapter concludes that research into hypermobility in small island destinations is still in its infancy. It is critical to promote thorough research into the influence and impact of hypermobility on all facets of the tourism industry, including local communities and to demonstrate the industry's economic contribution.

This study investigated the potential for the development of dark tourism in Lebanon, a destination that has suffered multiple crises in recent years including conflicts and the world's largest non-nuclear explosion, which devastated a large section the country's capital city, Beirut. Research was carried out using desk audit, key informant interviews and archival research, which identified 21 potential dark tourism sites that could be incorporated into a new dark tourism product as part of the recovery of Lebanon as a tourism destination. Of these 21 sites, the majority were found in Beirut, suggesting that an urban dark tourism product may be the most suitable product to develop as the country emerges from crises. However, a number of barriers would need to be overcome in order for dark tourism to contribute to a form of phoenix tourism in the country, including the engagement of diverse stakeholders, the security of international tourists in the destination, and the ability of the public sector to invest in destination marketing in the post-crisis period.

According to the World Health Organization (WHO), the alarming spread of coronavirus (COVID-19) began to shock the world on 31 December 2019, and it was first detected in Wuhan, Hubei, in China when a patient presented with pneumonia. To date, the virus has recorded over 2,088,663 cases worldwide. The impact of COVID-19 would be precisely worrying as it aggravated not only tourism but also the learning behaviour of tourism students. What are the effects of the COVID-19 pandemic on the learning behaviour of tourism students? What lessons could be learned to make it more sustainable for the students? And finally, what would be the suggested resilient strategies for the tourism students in the post-pandemic era? There is no original study conducted to focalise investigation on revealing the negative characteristics of COVID-19 and the learning curve of university students in Malaysia. However, the main objectives of this chapter are to provide an overview of the effects of COVID-19 in the learning behaviour of tourism students for sustainable education and the factors that distress students' minds and how these helped students to share the positive aspects with others. It is gradually visible that the effects of COVID-19 on learning behaviour and dangers to university students in Malaysia and their significance on students' emotional change or learning behaviours are not well perceived. This chapter recommends that educational institutions produce studies to proliferate and document the pandemic's impact on the educational system. It is crucial for tourism students for sustainable education in the current time.

The fastest growing industry in the world is in the hospitality field that focuses on customer satisfaction. Part of this is the food service industry that has been improving its existence for the past years. In the hospitality industry, there are various kinds of businesses and one of them is street cuisine, which is not properly sanitised yet affordable and delicious. The researchers used various approaches to understand the tourists' perception on street cuisine, which are descriptive and quantitative. This research was conducted with millennial visitors in George Town Street, Penang, by using a survey questionnaire. Based on the results, the researchers found out that there are some differences in the perception on street cuisine stalls based on their demographic profile. This study confirmed that street cuisine in George Town Street, Penang, is recognised with its level of hygiene in preparation and with high consideration for its cleanness. In addition, this study also shows that street cuisine in the post-COVID-19 period in George Town Street, Penang, is recognised to have a high commercial value; therefore, more efforts must be engaged to boost its competitiveness in the market. Therefore, there is a need of full support from the Malaysian government, local authorities and local people in maintaining its quality and the preferences of George Town street in Penang as a tourism destination that provides heavenly street cuisine to all tourists in the world.

Based on reflections of the issues encountered from ethnographic studies aboard ocean-going merchant ships and a seafaring community in the Philippines, pressure points on seafarers' lives that situate them in a precarious situation are explored. Due to the pandemic, the decline in total remittances was due to a huge fall in sea-based remittances of about 81% in 2020. The widespread loss of jobs has magnified vulnerabilities in the seafaring sector. The emergent exploration of worker vulnerability in cruise tourism industry is useful in identifying the necessary support for cruise workers to mitigate the long-term undesired effects of the pandemic. The fieldwork also reveals that the demand placed upon seafarers' daily and organizational lives are gendered. Women and men are differently constituted in the shipping and tourism industries which affect work opportunities and family values. The chapter aims to contribute to the discussion on inclusivity vis-a-vis the recovery plan of destination tourism by underlining the gender dynamics in cruise tourism, as it aligns with the general roadmap of growth for Southeast Asian cruise tourism program. We show that the transnational nature of cruise tourism on both labour and employment is interlinked with destination tourism, and the gender dynamics identified and reviewed will help identify and further promote inclusivity in the regional recovery tourism plan.

The sudden outbreak of COVID-19 shook up the Global tourism and threatened many tourism destinations. After the first wave of COVID-19, the invention of vaccines prevented the spread of virus and the industry started healing itself. However, the second wave of the pandemic disrupted the recovery plans and polices of many tourism companies and planners. Tourism and Hospitality industry has faced many challenges in the past. But pandemic of this magnitude was unexpected. The impact is much deeper and complete end of such virus is unpredictable. The need of the hour is to take actions to unpack and reduce such recurring repercussion of COVID-19 and rethink and repackage tourism for restoring the demand. This foregrounds a framework to identify the impact of COVID-19 on Odisha Tourism and formulate a strategic approach for the restoration and survival of the tourism industry in Odisha. The study is both exploratory and descriptive in nature, based upon a qualitative research approach and includes collection of both primary and secondary data. Results of the study reveal that lockdown/shutdown and other restrictions due to pandemic have impacted the key tourism stakeholders in Odisha leaving them under financial instability. The study emphasises on promotion of domestic tourism in a big way. The study focuses on alternative tourism development and improved infrastructure relating to the screening, sanitisation and social distancing of the visitors will build confidence among the visitors and recreate interest in travel. IATA Travel Pass/Vaccination certificate should be a mandatory travel document for safe travel practice.

Australia's COVID-19 response has been one of containment and suppression with tightly regulated borders and restrictions on mobility. As an island nation, Australia has considerable advantages in terms of geographic isolation and population density, with quarantining the key strategy for containing the virus coming in from overseas. This has enabled Australia to be relatively virus-free. With such few cases, testing and tracing systems have been able to contain the virus within relatively small geographical locations. In comparison to other parts of the world Australia has been relatively unscathed from the most extreme impacts of COVID-19. In relation to tourism, there have been two major impacts (1) no international tourists in Australia (2) no Australians travelling overseas. While tourism operators that have relied on international tourists have suffered, other tourism operators have thrived due to the domestic-led initiatives for Australians to explore their own backyards. Various initiatives focus on reimaging the visitor economy away from international markets, towards encouraging Australians to spend more money within their own borders. This chapter explores the possibilities with this momentum to rethink tourism and travel more broadly in relation to how we live our everyday lives. We argue that this ‘tourism reset’ allows us to reimagine our being-in-the-world; our lives, habits and routines, for the betterment of social and ecological sustainability, through rethinking leisure time more holistically. Taking a ‘more-than-tourism’ perspective we argue that some of the underlying motivations for travel – such as relaxation, joy, wonder and connection can and should be implemented in our everyday lives, and that this is necessary for rethinking our relationships to each other and the natural world for more sustainable and equitable futures.

The COVID-19 pandemic has been disastrous and has affected the hospitality industry worldwide, and the people working in the sector were impacted immensely. The purpose of this study is to understand the viewpoints of hospitality workers in Australia on how lockdowns have impacted professional and personal well-being. The case study methodology is adopted for this study. Viewpoints from Australian hospitality workers were collected through semi-structured interviews. With the pandemic taking surprising turns with the rise of new infections and in turn new pandemic waves, the industry is facing a constant lurking fear of lockdowns. Changing variants of COVID-19 creates a profound effect on the psychological and personal well-being of the people employed in the hospitality sector. This chapter would reflect upon the viewpoints of hospitality workers in Australia after two years of the COVID-19 crisis. A ‘real-time’ assessment is required to understand the vulnerability of hospitality industry workers in a developed country.

At present, the whole hospitality and tourism sector is severely impacted by the COVID-19 pandemic, and related lockdowns have been producing severe transformations in the industry. Several business reports and academic studies have highlighted that, compared to before the COVID-19 outbreak, tourists will likely choose to visit less crowded tourism destinations, and will tend to prefer accommodation facilities that can deliver their services with reduced face-to-face interactions and guaranteeing fair levels of physical and social distancing. This said, there is only a limited number of scientific studies dealing with this topic so far. This, coupled with the extremely dynamic and turbulent environment we are currently experiencing, urges scholars to further intensify the academic discussion on this area of research. Further examination would give practitioners knowledge to assist them in their decision-making in an era of tourism where everyone seems to be moving towards a ‘new normal’ of unknown duration. The present study was thus conducted to make a contribution to this debate by providing and discussing the results of a factor analysis on a sample of 200 German respondents, to dig into the criteria that travellers use to select the destination and the accommodation for their vacation. Findings contribute to deepen the scientific debate about how tourist behaviour is transformed by the COVID-19 pandemic and, potentially, by any other type of virus that could replicate a similar emphasis on hygiene and safety, as well as on social distancing. Meanwhile, our results will provide policy makers, destination marketers, and accommodation managers with useful information on effectively planning and implementing their service design in order to meet tourists' expectations and needs.

This chapter examines the role that strategic marketing plans play throughout the process of destination recovery post terrorist attack for the purpose of encouraging the return of tourists. It investigates the impact that strategic marketing plans have as a part of crisis management applying a mixed-method approach which utilises survey data examining future industry leaders to quantify perspectives regarding the relationship between terrorism, tourism and destination marketing. Furthermore, this chapter reviews destination marketing techniques employed by international locations to determine recovery strategies utilising marketing plans. Bali, Paris, Northern Ireland, New York, Sri Lanka, Syria, Tunisia and Turkey were selected as case studies because they have been the focus of significant research studies to date (Asia-Pacific Economic Cooperation (APEC): BBC News, 2019; Ferreira, Graciano, Leal, & Costa, 2019) which have primarily focused on the relationship between terrorism and tourism regarding the collapse of the tourism industry. A survey was issued to gain perspectives regarding the relationship between terrorism, tourism and destination marketing. Second, case study analysis was conducted to examine both successful and unsuccessful destination recovery strategies. Results indicate that destinations that utilised strategic marketing as a part of crisis management frameworks experienced the return of tourists and recovered. This research contributed to the development of an inclusive, universal crisis management framework encompassing strategic marketing plans as a tool for recovery.

This chapter will deal with the issue of how to communicate about tourist destinations in times of crisis, with particular reference to the current coronavirus pandemic. Having affected the whole planet, the COVID-19 pandemic has determined and will also cause serious consequences in many different industries in the next future. It will have a heavy negative impact also in the tourism sector, especially regarding the visitors' perceptions of danger and the current suspension of travels. Today many nations and geographic areas are still in lockdown, but efforts are already being made, in some cases, to adopt recovery marketing strategies in order to reassure consumers and to prepare them for the future reopening of the destinations. In particular, some forms of communication adopted through Instagram by various destinations will be examined and the different strategies will be compared to assess their strengths and weaknesses.

Considering the classification of the Portuguese cities of Amarante, Braga and Barcelos as UNESCO Creative Cities in 2017, this study employs the case study approach to understand local residents' perceptions of the implications that this classification can bring to each of these cities, to their communities and to local tourism development. More specifically, the research explores the perceived tourism-induced impacts and destination recovery on the three cities, given their certification as Creative Cities. An online questionnaire was used in April 2018 to collect the opinions of local residents. The main findings of this study reveal that most of the respondents are familiarised with the UNESCO Creative Cities classification and are aware that their municipality was awarded this classification in 2017. The findings also reveal that the residents of the three cities have a strongly positive perception of the UNESCO Creative Cities classification. The large majority considers that the classification is important for the tourism development of the cities. A variety of tourism-induced impacts are perceived by the local communities. Overall, the positive impact perceptions outweigh the perceived negative effects. This study contributes to the tourism literature, destination (management) recovery and to local development and place policies of tourist destinations.

No matter the fact that it represents significant tourist contingents, Generation Z (Gen Z) is still insufficiently known regarding the main habits, fears or behaviours in changed circumstances. The main objective of this research is to examine the differences in travel risks perception among clusters of young tourists (Gen Z) after one year of the COVID-19 pandemic. The research was conducted during Serbia's primary tourism season in the first year of the pandemic (from June to October 2020), and just before Serbia's primary tourism season in the second year of the pandemic (May 2021). In 2020, responses of 206 participants were collected, while in 2021 there were 208 participants. Data were gathered from Tourism and Hospitality students at the University of Novi Sad (Serbia) by applying the questionnaire created for the specific purpose of this research. All respondents were representatives of Gen Z, born between 1997 and 2003. The main findings of the research are indicating the impact of the COVID-19 pandemic outbreak on young tourists' travel plans. Results are also indicating that average scores on health and non-health risks dimensions were significantly higher in the year 2020 than in 2021, as well as that all participants were more concerned with non-health risks than with health risks in both years of the pandemic. Gen Z tourists' response to the COVID-19 pandemic was consistent concern about non-health risks, denying health risks and expecting even some financial benefits from the crisis. The research findings are contributing to building a knowledge base for various tourism stakeholders in terms of developing the guidelines for tourism recovery strategies during and after the COVID-19 outbreak.

Domestic tourism has been a prominent form of tourism in the archipelagos. Its dominance has at times been considered to be a limitation causing seasonality. The pandemic has changed many things in this regard. Travelling closer to home and domestic tourism have become even more the norm, and domestic tourism is now seen as a blessing. The role of domestic tourism to restart island tourism was investigated by using a group of islands in the central Mediterranean region. Interviews held with stakeholders and secondary data have shown that island to island domestic tourism was key for such destinations to restart tourism – a major economic sector on such islands. As the pandemic rages on, domestic tourism is expected to increase. This is galvanised by the safe environment found on islands where local populations have been fully vaccinated, the pristine natural environment which is highly sought after following a long period of staying indoors, opportunities of self-catering accommodation with full amenities as well as connections gained between islands. Domestic tourism might be also favoured due to its potential to contribute in reducing emissions which is key for the tourism sector to contribute to the European Green Deal targets. However, several challenges need to be addressed. These include addressing seasonality by targeting domestic tourists also off season through adequate packages focusing on diverse niches comprising ecotourism, ensuring reliable and sustainable sea transport services and better management of the natural environment.

Late spring, early summer 2020, theme parks across the World started to publish their plans for reopening. In this regard, this chapter ventures into critical questions like what did theme parks learn from the first ‘reopening’? What worked and what has changed? Have or will visitors return? Drafted as an exploratory paper this chapter brings forth the strategies adopted by the theme parks in the quest to return to the normal.

The blessing of the sharing economy is that the benefits of development would largely remain locally; this is also a curse because the costs of development too would do the same. While the sharing economy is touted as a creative disruptor, not much is known about their impacts. This chapter examines the role of shared economy actors in the hospitality industry, particularly guesthouses, in tourism recovery. It presents a micro-case study of guest sentiments on guesthouses in the Maldives. Based on an analysis of 17,576 comments, a total of eight factors emerged including: perceived value for money, local culture, hospitality, services, activities, rooms, food and beverage, and island environment. These reviews are useful to understand the factors appealing to visitors to the guesthouses and could become key inputs to the island's tourism recovery strategy.

As destinations emerge from the crisis, a sustainability-focused recovery approach is necessary; thus, there is need to design action plans that are capable of managing the environmental impacts caused by cruise tourism and identify citical issues and priorities for sustainable tourism management in the post-COVID-19 era. This article presents a detailed overview of key issues facing cruise tourism in Mahahual – Costa Maya, the second most important port of entry/cruise destination in Mexico and areas of opportunity to cope with or manage change, both positive and negative. Areas of discussion include: local attitudes towards cruise tourism, government policies currently in place or in consideration that may impact cruise tourism, social or environmental projects that cruise companies should support in or around the host destination to foster sustainability after the pandemic. The analysis is based on desk-research, local stakeholder feedback/input, site visits and an evaluation of the destination's policies and practices against a selected number of indicators from Global Sustainable Tourism Council – GSTC's Criteria for Destinations (GSTC-D). Issues identified include: fear of rapid and uncontrolled growth of tourism before the pandemic (both cruise tourism and stay-over tourism), pollution and the loss of ecosystems/environmental degradation, disappointment due to low economic spill – lack of benefits from cruise tourism and limited public services and infrastructure (water and electricity, sewage treatment, garbage etc.). The researcher recommends regular and timely collection, recording, monitoring and public reporting of data about residents' aspirations, issues and satisfaction with destination management.

This chapter proposes that while pre-pandemic tourism research has generally focussed on broader, destination-marketing concepts, post-pandemic attention should be paid to the psychological formation of tourist destination perceptions through knowing, with key attention to the role of social constructionism and semiotics design in COVID-19 virus-related destination brand marketing messages. There are future implications for management and research proposed.

This chapter evaluates the extent to which sustainable principles have been included on the destination recovery plans implemented by British Destination Management Organisations (DMOs) in response to COVID-19 and their subsequent quarantines during the period 2020–2021. The aim of the chapter is to explore if this pause in activities created by the COVID-19 crisis was used by UK DMOs as an opportunity to develop sustainable destination management plans, or alternatively, led them to prioritise financial income as the key driver in their recovery. The chapter also identifies the goals, motivations, performance indicators and strategies applied by those DMOs which developed post-COVID tourism destination recovery plans, with particular focus on those which have decided to include sustainability elements in their plans. The chapter concludes by developing a set of principles that other DMOs could apply when intending to develop sustainable management plans for their destinations in response to future major operational disruptions.

Festivals and events have been regarded as one of the sources of super-spreading of the COVID-19 virus. This industry has higher vulnerability to external factors. Against this backdrop, this chapter explores the various methods that will define the future for them while promoting the ideas of sustainability.