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The purpose of this study is to investigate the recovery and resilience tourism strategies and possible future development of four main Chinese tourism cities.

The authors collected data from the official accounts of tourism administrations of these cities, tourist attractions and opinions from media and newspapers in Sina Weibo platform. The authors adopted an inductive approach in observing relevant social media posts and applied content analysis to identify main China’s tourism prevention and recovery strategies.

During the mass pandemic infection period, top-down prevention and control measures were implemented by the Chinese central and local governments, with feasible and regional recovery policies and protocols being adapted according to local situations. Measures related to tourism industrial re-employment, improvement of international images and governmental financial supports to re-boost local tourism in Chinese cities were paid great attention. Digitalization, close-to-nature and cultural heritages became important factors in the future development of China’s tourism. Dark tourism, as a potential tourism recovery strategy, also obtained huge emergence, for the memory of people deceased in the pandemic and for the inheritance of national patriotism.

This study enriches the current literature in urban tourism recovery studies analyzing the specific case of Chinese tourism cities and fulfill some voids of previous research mostly focused on the first wave of the pandemic and the recovery strategies mainly of Western cities. It also provides valuable suggestions to tourism practitioners, destinations and urban cities in dealing with regional tourism recession and finding possible solutions for the scenario associated to the COVID-19 and other similar health crisis.

Purpose: This chapter analyzes how the COVID-19 pandemic has been managed and strategies put in place to rejuvenate the tourism industry in Uganda.

Methodology: This chapter adopts an integrated approach involving questionnaire survey and rapid situational analysis of documents to synthesize information on management of past disease outbreaks, COVID-19 and their impacts on tourism.

Findings: Uganda's tourism industry is vulnerable and has been exposed to past disease outbreaks such as Ebola and Marburg with varying effects on its image and performance. With the outbreak of COVID-19, the industry has drawn lessons from the previous responses and management experiences to cope with the effects of the pandemic.

Research Limitations: The main limitation in this chapter is the low response rate due to stringent lockdown conditions and limited access to respondents and official documents.

Practical Implications: This chapter recommends the need to mainstream strategies for crisis management into the tourism policy and development planning frameworks.

Originality/Value: This chapter provides a robust approach to analyze tourism industry's response, recovery and sustainability after disease outbreaks, pandemics and related crises in future.

Purpose: The COVID-19 pandemic has resulted in vital implications for tourism education and curricula, and the education effectiveness in times of crisis ought to be resilient in the light of its preparedness, response and recovery policies and research. Purpose of the study is to analyse the academic practices in tourism education with a specific focus for incorporating the resilient adaptation strategies.

Design/Methodology/Approach: The study is conducted using content analysis of published data along with interviews with heads of the tourism educational institutions.

Findings: Very few universities are offering courses on resilience and disaster management as part of the curriculum in the tourism study programmes.

Originality/Value: The chapter provides strategies on the effective integration of resilient tourism policy and practices as mitigation measures into the tourism education system with a special emphasis on disaster prevention, mitigation and vulnerability reduction at the destinations in the post-COVID-19 scenario.

The main stance of this paper is to draw an authentic and rigorous outlook in terms of the financial and operational performance of small lodging establishments (SLEs) and put forth achievable and practical economic solutions that demonstrate the relative effectiveness of the adopted measures. This paper also suggests practical solutions to help minimize SLEs' financial vulnerability to long-term crisis and to boost their resilience with relative measures by applying recovery revival strategies for this particular segment of the lodging industry.

The authors have picked a locally owned resort hotel in Central Florida area and structured a real-life, case study-based inductive approach that is purposeful and offers rich economic outlook and analysis for the entire lodging industry, especially for the resort-hotel type of accommodation facilities. The main reason for why they only focus on one company is that they can fully understand the financial effects of COVID-19 on resort type of hotels and layout countering strategies. To achieve paper objectives, they have implemented cost–benefit (C–B), break-even (B-E) analyses along with a sensitivity testing approach.

The most striking result was that during the state-mandated shutdown period in 2020, overhead and overall operational costs associated with room sales and revenues were very high during this period that shrank the contribution margin ratio for rooms CMRw (room) and eventually yielded high sales volumes to be achieved at the B-E points vs lower sales volumes with almost the same average daily rate (ADR) levels needed for the B-E levels.

Future studies should specifically delve further into a portfolio of SLEs in the region or state or nation wise because the units comprising the SLEs might be too small to muster the changes required to bounce forward for the entire lodging industry in the world.

The resort's revenue re-optimization focus should center on financial re-benchmarking and business re-viability stress under different levels of shock scenarios. According to the different scenarios and calibrations for the ADRs, room nights, net present values (NPVs) of cash flows and profit margins derived from our main analyses, minimizing expenses and preserving cash would be the best key strategy for financial recovery during an ongoing COVID-19 pandemic.

It is obvious that the lodging, hospitality and tourism industry are the hardest-hit industries by the harsh and adverse effects of COVID-19. The effects of pandemic are differently shaped on operations in different industries and subsectors. Therefore, the operational and financial evaluation for the SLEs as the core and a catalyst in the entire lodging industry can shed a light on the strategic financial recovery procedures with broadly applicable real-life and endogenous capabilities and reasoning.

The environment of uncertainty that emerged due to COVID-19 brought the need for the creation of new policies and strategies. In this aspect, it has been observed that various recovery strategies have been adopted by policymakers. Thus, this study aimed to investigate the efforts of destinations for senior tourism and to determine the development and change in the academic studies and related strategies. The methodology was based on a literature review and examining policy documents linking senior tourism, tourism destinations, and post-COVID-19 strategies. In this vein, this study is exploratory and displays a conceptual foundation for future research.

In this viewpoint, the theme editors provide an overview of the theme issue that aims to address the role of rural tourism in supporting the wellbeing and socio-economic development of local stakeholders.

The paper covers different facets of rural tourism in promoting the socio-economic development of rural communities. Specifically, the articles in this issue capture the nuances of how local stakeholders in rural tourism in different geographical regions use various strategies to promote the well-being and socio-economic development of local communities.

The papers in this theme issue demonstrate the potential role of rural tourism in promoting the socio-economic development of rural communities. These papers make an important contribution to the theory and practice of rural tourism by providing in-depth insight into the recovery and growth strategies adopted by stakeholders in diverse rural tourism destinations, especially in the wake of turbulent times such as the recent coronavirus disease 2019 (COVID-19) pandemic. These papers suggest frameworks for further research and provide case studies of innovation and adaptation.

This theme issue analyses stories of innovation, adaptation, and growth of rural tourism in various destinations that presented the industry with unique challenges in the wake of the COVID-19 pandemic. The discussion provides some lessons and charts direction for the industry. The significance is greater when stakeholders of rural tourism and policymakers view rural tourism as an engine for the recovery and growth of the rural and national economy.

Hospitality and tourism researchers are yet to provide evidence of actual crisis management amongst small and medium-sized enterprises (SMEs), especially from a resource-scarce destination perspective. By adapting a crisis management framework, the authors elected to fill this gap by exploring small and medium-sized hospitality and tourism operators' (SMHTOs) personal experiences of managing the coronavirus disease 2019 (COVID-19) in Ghana. The study uncovers their crisis-coping strategies as well as immediate- and long-term post-recovery strategies.

Using a qualitative lens, informed by phenomenology as well as theoretical saturation, data were collected from 20 owner-managers (OMs) and non-owner managers (NOMs) of accommodation, restaurants, travel and tour (T&T) agencies and souvenir shop operators via a combination of telephone and socially distanced face-to-face interviews as well as participant observation. Data were thematically analysed involving both deductive and inductive coding techniques. Data validity and reliability were confirmed using “member check” and inter-rater/coder reliability statistic in SPSS, respectively.

Impacts of the pandemic on businesses included shutdowns, booking cancellations, revenue drops, lay-offs and defaults in the payment of pension contributions and taxes. The pandemic greatly impacted the accommodation, T&T and souvenir shop operators compared to food and beverage (F&B) operators due to the temporary closure of Ghana's borders and major attractions. The study identified six phases in SMHTOs’ crisis management process: awareness, combating the spread of COVID-19, coping mechanisms, short-term/immediate and long-term recovery measures and lessons learned. Besides, state institutions and personal beliefs influenced the coping and recovery actions used by SMHTOs.

It is critical for governments and industry management institutions to consider the capabilities and specific actions taken by SMHTOs during a crisis such as COVID-19 in the efforts to support their crisis preparedness and response strategies. Furthermore, SME operators in the industry must see insurance uptake as one important measure that could help them cope with the losses instigated by the impact of a crisis and possibly speed up their recovery.

The study extends the general crisis management framework by including additional phases of crisis management and the specific activities carried out by SMHTOs in managing the COVID-19 crisis. This makes this study one of the first studies in Africa that examined crisis-coping and post-recovery strategies amongst small and medium-sized hospitality and tourism firms.

The study aims to draw on the self-congruity theory to investigate the relationship among destination personality (DP), self-congruity and tourists’ pro-environmental behavioral intention (BI) among Guangzhou citizens who have experienced nature-based tourism (NBT).

The survey-based quantitative research was divided into two rounds, namely, a preliminary study exploring the dimensions of DP and the verification of whether the DP dimensions that significantly affect pro-environmental BI in step one would be selected for the main research to validate the conceptual model.

The results suggest that wholesome, one of the destination personalities, strongly predicts tourists’ pro-environmental BI, while actual self-congruity plays a mediating role between sincere, another DP, and tourists’ pro-environmental BI.

In practice, it offers multidimensional knowledge and robust evidence-based recommendations for the sustainable development and destination branding of NBT destinations in the post-epidemic era.

The study presents pioneering work that reveals previously underestimated factors influencing pro-environmental BI.

To update the research priorities, this study aims to propose a roadmap to researchers who are interested in the marketing/entrepreneurship interface (MEI) and stimulate research by providing an agenda through a synthesis of the collective wisdom of the scholars in the field.

A-multi-stage data collection using questionnaires and interviews is used in this study. Multiple rounds of interviews spanning three Global Research Conferences on Marketing and Entrepreneurship (GRCME), followed by a survey seeking input from the attendees of these events and the members of the Entrepreneurial Marketing SIG of the American Marketing Association, were used in developing the proposed research priorities.

A comprehensive list of research priorities was developed categorizing them in terms of importance and level of interest. The list is a product of the collective wisdom of the field, distilled from several rounds of interviews and from a thorough analysis of the participants’ input to a comprehensive survey.

The current research provides scholars with MEI research priorities for 2023–2026.