Successful Crisis Recovery in Tourist Resorts From Covid-19: The Case of Xixiakou Village, China

Abstract

With the outbreak of COVID-19, a series of measurements, such as lockdowns and requirements of social distancing, were not only greatly impacting consumers, but also placed unprecedented demands on most industries. As an industry focusing on consumer experience, tourism market suffered severe knocks especially. Thus, what is significantly is how to recover customers’ confidence and purchase intention in tourism industry after pandemic. This study employed a case study method, analyzed the successful practices at Xixiakou scenic spot in Shangdong, PR China. A new customer engagement model using new media channels was developed, which combined with the theory of customer engagement, social media engagement and virtual reality. The result indicates that self-driving tours as well as the old-age tourism market will be promising after pandemic. This study will not only enrich the existing theories, but also provide empirical implications for recovery of scenic spot.