Tourism promotion during emergency response to Omicron subvariant outbreak

Abstract

This study aimed to explore optimal ways to promote all kinds of tourism during the phase of emergency response to the current outbreak of Omicron subvariants. A framework-based systematic literature review was conducted as the primary methodology, supported by the preferred reporting items for systematic reviews and meta-analyses checklist. Four analytical units were allocated to include United Nations agencies, governments, tour businesses, and local communities. Economic interest-based tourism promotion was examined to develop local temperature-based tourism promotion via the same four variables. The study found that the pursuit of economic interests was not a productive solution for tourism promotion any longer due to the matter of local weather. It concluded that the four stakeholders should work to replace economic interest-based tourism promotion with local temperature-based tourism promotion. Results of this study can guide the positive effects of warm temperatures, brand image, psychological impacts, digital marketing, and others.

Keywords

• Paradigm shift
• Tourism marketing
• Economic interest
• Local temperature
• Psychological impacts