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Purpose The coronavirus (COVID-19) pandemic response is not only devastating nations and economies across the globe but it is also severely disrupting the event industry, with government and health authorities forcing many events to be postponed or cancelled. The purpose of this study is to investigate the prospective attendees’ emotional responses to cancelled events. This study draws upon grief cycle theory to articulate different layers of the grief process in the event domain of inquiry. Design/methodology/approach The National Collegiate Athletic Association basketball tournament was selected as the research context. Taking user-generated messages from Twitter, this study first performed content analysis to organize lexical patterns into categories and higher-order themes based on the grief cycle. It also performed social network analyses using UCINET to illustrate how different grief phases are inter-related. Findings Results not only point to attendees’ self-expression manifested through a continuum of denial, anger, bargaining and acceptance but they also reveal a three-layer hierarchy of grief, namely, event-related, socio-politics-related and crisis-related. The network analysis further illustrates how grief phases are tied into a complex network of grief messages. Originality/value This study advances the event literature by improving knowledge about attendees’ emotional responses to cancelled events. It increases our understanding of the grieving process in the aftermath of COVID-19. The proposed triple grief cycle helps advance the literature by showcasing how voices from prospective attendees represent three pillars of grief hierarchy. The findings also underscore the emotional crisis of the COVID-19 aftermath.

Purpose This study aims to move beyond the current understanding of corporate social responsibility (CSR) to propose the concept of just-in-time (JIT) CSR as a metaphor that reflects hospitality operators’ endeavors to expedite socially responsible measures to both internal and external organizational stakeholders during times when functional and emotional supports are urgently needed. Design/methodology/approach This research used a qualitative approach in two studies. Study 1 engaged a media analysis to better grasp the knowledge of the research problem at hand. Study 2 involved interviews from stakeholders to assess their emotions and perceptions of meanings of major contents discerned from the first study. Findings This research highlights a process in which operators’ CSR practices (e.g. for business practices, for organizational strategy and for stakeholder well-being) during the COVID-19 crisis are imbued with connotative meanings (e.g. place-as-safety, place-as-partnership and place-as-warmth) that ultimately give shape to three core outcomes (e.g. individual rejoinder, brand resonance and societal resilience). Research limitations/implications While JIT CSR is not an antidote for all devastations caused by COVID-19, it is posited as a needed mechanism that operators could use to ameliorate the situation and to go beyond their own stake to bring a broader array of societal benefits to humanity. Originality/value This research underscores how hospitality operators expedite crisis responses to the pandemic, and how their societal objectives transform the image of a place from a commercial venue into a place imbued with meaning associated with safety, partnership and warmth.

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Purpose This research paper aims to explore Airbnb’s online experience initiative, which has sparked a new wave of virtual tourism to improvise a large assortment of experiential activities through cyberspace. It works to answer questions pertinent to the type of virtual experiences tourists seek and how these experiences could fulfill tourist needs, thereby rendering favorable socio-mental outcomes through experiences encountered. Design/methodology/approach Drawing on travel experience and transformative tourism theoretical tenets, this qualitative inquiry used data collected from social media posts from virtual tourists. Findings Results reveal four major themes of online experiences – hedonism, attention restoration, social relatedness and self-exaltation – that encompass 12 experiential categories. They further underscore four types of transformative mechanisms pinpointing hedonic well-being, environmental-mastery well-being, social well-being and eudaimonic well-being. Research limitations/implications Research findings demonstrate how Airbnb exercised marketing agility during severe environmental plight; while expediting strategic initiatives that offer tourists and residents alike a means to reengage in leisure and travel activities at home. They also salvage the peer-to-peer community by turning accommodation hosts into online experience ambassadors. Originality/value The contribution of this inquiry lies in assessing virtual experiences and reconnecting how different cyber experiences can meet an array of tourist needs. This study further highlights the transformative virtual experience paradigm to lay the necessary theoretical foundation for future research on virtual transformative tourism. This research goes beyond the common understanding of transformative tourism that relies merely on corporeal encounters. From a practical point of view, this study brings light to a novel concept – sharing experience economy – that incorporates the nuances between sharing economy and experience economy.