The Impact of the COVID-19 Pandemic on the Life Cycle of Tourist Destinations from the Perspective of Tourism Operators

Abstract

The COVID-19 pandemic has transformed the tourism sector and economic landscape. Impact studies on tourist destinations are insufficient; decline in tourist arrivals as the core indicator of the impact level is inadequate for comprehending destination scenarios and developing revitalization strategies. Instead, the tourism area life cycle (TALC) model helps understand how the pandemic affects tourism destinations. This study explores the pandemic’s impacts on tourism destinations by extending the TALC using qualitative interviews with tour operators. The findings reveal that the pandemic has severely impacted tourism businesses regarding tourist arrivals, business closures, and job and income loss. These impacts can be interpreted in four stages: stagnation, exploration, involvement, and development. The phases illuminate the contextual issues requiring different approaches to ensure that the destination remains attractive, competitive, and sustainable. These findings have theoretical and practical implications; in particular, the TALC enables the development of post-pandemic marketing and promotion strategies.