Contextual Factors of Resilient Tourism Destinations in a Pandemic Situation: Selected Cases from North and South Tyrol during the SARS-CoV-2 Pandemic

Abstract

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.