PurposeThe purpose of the present study is twofold. First, the study will investigate the importance of tradition for businesses operating during the COVID-19 crisis, notably, as a valuable proposition and strategy. Second, the study seeks to advance theoretical understanding, proposing two frameworks based upon emerging dimensions, the resource-based view and dynamic capabilities.Design/methodology/approachAn online survey gathered the views of 107 predominantly micro and small-scale owner-manager and family-owned firms involved in the food and wine sector. These participants are based in Italy, one of the hardest-hit countries in the crisis.FindingsThree fundamental dimensions emerge from the findings. The first, “embedded advantage”, concerns firms' more direct involvement and tradition-related actions. The second, “active advantage”, highlights the already established value of tradition, for example, through firm identity gained, well-established roots and firm culture. The third dimension, “strategic fusion”, underscores the importance of upgrading the business model, where innovation complements tradition strategically.Originality/valueThe study's revealed dimensions provide new conceptual perspectives to understand tradition in the context of firms confronting an unprecedented event. The first proposed theoretical framework illustrates that firms appear to mainly rely on tradition as the fundamental pillar of their overall strategy. Additionally, other firms engage in actions to consolidate tradition's strategic significance, while others embrace innovation to further strengthen their competitiveness. The second framework emphasises relations between these dimensions and key attributes associated with the two adopted theoretical foundations, where the need to “reconfigure tradition” clearly emerges.

Purpose The purpose of this study is to examine consumers’ relationship with wine during the COVID-19 crisis and associated implications for hospitality and tourism operations. Despite the severe impacts of COVID-19’s aftermath, including recent reports of a global decrease in wine consumption, academic research has neglected this domain. Consequently, there is an empirical and conceptual vacuum that the present research will address. Design/methodology/approach The study proposes a comparative investigation, with data gathered from 241 Italian and Spanish wine consumers through an online questionnaire. Findings Overall, the analysis reveals marginal changes in wine consumption during the crisis. At the same time, however, an increased interest for more wine events and an organised wine route, for learning more about wines and new wine harvests, and the influence of comments from others in enhancing one’s wine knowledge during the crisis is also identified. Originality/value The study is one of the few studies conducted to date that seek to ascertain the extent to which wine consumers’ involvement with wine has changed during a major crisis. The findings and subsequent analysis contribute to the development of five distinctive dimensions associated with consumers: the more involved/interested, the inquisitive/explorer, the non-traditional/avid, the frugal/less involved and the conservative/avid. The first two dimensions, which are supported by mean scores close to the level of agreement (mean = 4.0) have a number of practical and conceptual implications. In addition, a conceptual framework illustrating various conceptual/empirical relationships is proposed.

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