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.

Organizational reputation can be seriously damaged after a self-inflicted or externally induced crisis. Studies have tested the restoring and protective effects of various crisis communication strategies. For this paper, we compared the effects on organizational reputation dependent on (a) crisis type and (b) crisis communication strategy used. We combined six strategies in a stepwise manner, showing which ones are most effective in which type of crisis in an experimental online setting. Respondents were randomly assigned to questionnaires with varying combinations of (b) in a different sequence of (a) rating the organization for three points in time. Using a diverse sample, we show that organizational reputation improves significantly only after combining at least five strategies. Supplementary Information The online version contains supplementary material available at 10.1057/s41299-022-00156-6.