Tourism promotion during emergency response to Omicron subvariant outbreak

Area of Science:

• Tourism Management
• Emergency Response Strategies
• Sustainable Development

Background:

• The COVID-19 pandemic and its variants (e.g., Omicron subvariants) significantly impacted the tourism industry.
• Traditional tourism promotion models based solely on economic interests may be insufficient during public health emergencies.
• The need for adaptive and resilient tourism promotion strategies is evident.

Purpose of the Study:

• To explore optimal tourism promotion strategies during emergency response phases.
• To evaluate the effectiveness of economic interest-based versus local temperature-based tourism promotion.
• To identify key stakeholders and their roles in adapting promotion tactics.

Main Methods:

• A framework-based systematic literature review was the primary methodology.
• The Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) checklist was utilized.
• Analysis focused on four key stakeholder groups: UN agencies, governments, tour businesses, and local communities.

Main Results:

• Economic interest-based tourism promotion is no longer consistently productive due to local weather variability.
• Local temperature-based tourism promotion emerged as a more viable alternative.
• The study identified the interconnectedness of temperature, brand image, psychological impacts, and digital marketing in tourism.

Conclusions:

• A paradigm shift from economic interest-based to local temperature-based tourism promotion is recommended.
• Four key stakeholders must collaborate to implement this new promotional framework.
• Adapting tourism promotion to local environmental conditions, like temperature, is vital for post-emergency recovery and resilience.