Tourism recovery strategies during major crises: the role of proactivity

Failures in crisis periods lead to disruptions that threaten the wellbeing of consumers. Research suggests that, during a crisis, service safety becomes a priority for customers to reduce distress and protect wellbeing. In this context, this study highlights the importance of proactive strategies in the context of tourism failures, particularly during times of major crises, and its role in improving wellbeing. Given the increasing occurrence of major crises affecting both tourism and hospitality, it is no longer a question of if but rather when the next crisis occurs. Therefore, it seems imperative for firms to improve scenario planning and develop proactive strategies to reduce the negative consequences of such crises and promote stronger organizational outcomes. Research on chain profit models suggests that improvements to employee wellbeing positively impact customer experiences and, eventually, profitability suggesting a link between customer and organizational outcomes and underlining the interconnected value of proactive strategies. Combining the concept of proactivity within the transformative service research framework, the paper calls attention to its positive effects on consumer wellbeing and firm-related outcomes in the tourism literature.