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The purpose of this paper is to review the impact that the 2003 SARS epidemic had on tourism and summarize the lessons that were learned from this crisis. To offer both practical and strategic tips for hoteliers and destination marketers in the Niagara region should a similar crisis affect this region.

Findings were derived from the analysis of both secondary and primary data. The popular press and academic journals as well as reports, briefs, and presentations were analyzed. A questionnaire was designed to investigate the impact of SARS, management during the crisis, recovery strategies, and formal planning.

Provides information on how industry dealt with a major, extended crisis. Recognizes the importance of an integrated strategy for dealing with a crisis.

The paper concentrates on the effects of an epidemic in two large North American cities. The strategic and practical tips may not be suitable in other jurisdictions.

This paper provides information on how the tourism industry can prepare itself for a crisis or disaster and describes how all stakeholders must work together to better deal with the effects of a crisis.

This paper summarizes the effects that SARS had on the tourism industry and offers practical and strategic tips for preparing for and managing crises.

One shift in the retail landscape is the workload transfer from the retailer to the consumer. This study aims to explore consumer perceived effort and the consequences of this workload transfer.

Two scenario-based experiments were conducted. Partial least squares modeling was implemented on the experimental survey data to explore how different dimensions of effort (i.e. mental, physical and emotional) and surface acting contribute to perceptions of effort and value.

Surface acting increases consumer effort perceptions. Consumers’ value perceptions decline as perceived effort increases. Effort perceptions attenuate when consumers have a choice. The paper also brings attention to the shortcomings in the current conceptualization of surface acting and perceived effort, and reconceptualizes effort as a formative construct.

This paper cautions marketers about the potential negative implications of shadow work. Service marketers should provide a choice between face-to-face (F2F) and self-service technologies whenever possible. In addition, marketers should develop and implement strategies for reducing consumer surface acting.

This study includes an extended conceptualization and new operationalization of consumer surface acting, revised thinking about measuring consumer effort and a unique approach to accounting for effort perceptions of traditional F2F service vs SST.