Contextual Factors of Resilient Tourism Destinations in a Pandemic Situation: Selected Cases from North and South Tyrol during the SARS-CoV-2 Pandemic

Elisabeth Nöhammer (), Marco Haid, Philipp Corradini, Susanne Attenbrunner, Peter Heimerl and Robert Schorn
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Elisabeth Nöhammer: Institute for Management and Economics in Healthcare, UMIT Tirol—Private University for Health Sciences, Medical Informatics and Technology, Eduard-Wallnoefer-Zentrum 1, 6060 Hall in Tirol, Austria
Marco Haid: Division for Management in Health and Sport Tourism, UMIT Tirol—University for Health Sciences, Medical Informatics and Technology, Eduard-Wallnoefer-Zentrum 1, 6060 Hall in Tirol, Austria
Philipp Corradini: Institute for Regional Development, Eurac Research, Viale Druso 1, I-39100 Bolzano, Italy
Susanne Attenbrunner: Institute for Management and Economics in Healthcare, UMIT Tirol—Private University for Health Sciences, Medical Informatics and Technology, Eduard-Wallnoefer-Zentrum 1, 6060 Hall in Tirol, Austria
Peter Heimerl: Division for Management in Health and Sport Tourism, UMIT Tirol—University for Health Sciences, Medical Informatics and Technology, Eduard-Wallnoefer-Zentrum 1, 6060 Hall in Tirol, Austria
Robert Schorn: Institute of Psychology, UMIT Tirol—University for Health Sciences, Medical Informatics and Technology, Eduard-Wallnoefer-Zentrum 1, 6060 Hall in Tirol, Austria

Sustainability, 2022, vol. 14, issue 21, 1-20

Abstract: This study examines critical factors for tourism destination resilience in the first year of the SARS-CoV-2 pandemic in North Tyrol (AT) and South Tyrol (IT). Based on a mixed-method approach, the summer seasons of 2019 and 2020 are compared regarding change in overnight stays in 26 municipalities. The results highlight the importance of the classical 4Ps of marketing and specific contextual factors. These and their implications for research and practice are discussed. Marketing mix aspects most relevant for resilience in a highly tourism-dependent region are outlined.

Keywords: resilience; absorption; SARS-CoV-2; Tyrol; marketing; marketing mix (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
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