Back to the basics in the Tourism Marketing during Covid-19 emergency

Through the review of past health emergencies and their consequences on tourism industry, this chapter aims to explore consumers’ attitude, preferences and behaviors related to touristic choices during some extraordinary circumstances. Most of the economic impacts of previous health crisis derived primarily from consumers’ fears, concerns and risk perceptions and not from the size of the actual impact of the emergency on the consumers’ health. How will the tourism industry cope with this exogenous shock this time? This work will discuss consumers’ possible reactions and how tourism organizations can prevent or leverage on them.