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Top1. Introduction
The Covid-19 pandemic is one of the most significant events of the 21st century. It has not only led to cessation of almost all activities, but has also become a global, economic, and social crisis, affecting billions of lives (Romagosa, 2020). The virus has affected almost all industries, with tourism being the most significantly affected (Couto et al., 2020). Tourism industry is one of the most important industries across the globe. There are approximately 1.4 billion arrivals internationally in a year. Tourism contributes to 9.26 trillion US Dollars annually. The industry creates jobs for millions, apart from serving as a major form of business, recreation, and variable for people across the globe. It is one of the most crucial activities which serves varying purposes. Tourism leads to rise in disposable income of people and causes economic growth. Hence, it is essential to ensure the continued functioning and growth of the industry.
The tourism industry has faced various disruptive events like SARS, MERS, and the global economic recession in the past. However, the relative impact was short-lived unlike this pandemic. Studies comparing the effects of the present situation to these disruptive events are missing. The study aims to deploy a comparative lens examining the differences in impact between past disruptive events and their relative effects on the tourism industry in comparison to this pandemic. The study aims to outline the same. It highlights the unique challenges brought forth by this pandemic. The study aims to briefly analyse some aspects of the present situation and its subsequent effects on the industry. It examines the relationship between travel and tourism and their contributions to disease spread.
Previous literature has examined the relative impact of the pandemic on the tourism industry. However, there are still a lot of aspects which have not been researched upon. The pandemic has changed many consumer variables in the tourism industry which will consequently impact the industry in the long run. Previous studies have examined and tried to forecast the relative demand in the short-run. However, the effects of Covid-19 have opened up various new research paths wherein we lack theoretical explanation and wherein a paradigm shift has occurred within the existing knowledge. These variables include changes in consumer spending and behaviour, resident behaviour, tourist behaviour, destination image, servicescapes, policies, risk perception, and relief packages. The study seeks to provide an elementary overview about the broad changes in these variables. It highlights the need for further research to facilitate understanding and to take actionable measures. It also provides suggestions on how relief packages can be designed to incentivise consumers to travel.
The tourism industry is closely linked to hospitality, aviation, and the transportation industry. Studies examining the cumulative effects of Covid-19 on these industries is missing. The study aims to provide a brief outlay of the impact on these industries and to provide an extension to previous literature by identifying opportunities and ways to combat losses and operational inefficiencies.
The tourism industry has been facing major exigent challenges brought forth by the pandemic. This has led businesses to implement several changes to preserve their brands, customers, workforce, and liquidity. There has been a widespread change in policies, operating environments, supply chain, technologies, and functioning of businesses. Special programs have been brought forth to adapt towards the new scenario. The events of Covid-19 have also led to a lot of fear and hesitance towards travel. Hence, it becomes imperative for firms to indulge in market research, re-orient their offerings and adopt new marketing methods and strategies. The study seeks to provide insights and recommendations on consumer behaviour and marketing efforts.