ABSTRACT
Purpose—The COVID-19 pandemic has an adverse influence in the global tourism industry worldwide. The need of the hour is to take early and appropriate measures to overcome the slowdown in tourism industry by analyzing its long-term impacts. In this context, the purpose of this study is to identify the impact of a pandemic on the Indian tourism and travel industry and to formulate a strategic framework to reinstate and rejuvenate the tourism industry postpandemic by emphasizing on global travel regulations and health prerequisites for domestic and international travelers.
Design/Methodology/Approach—The study is exploratory in nature and based upon a qualitative research approach. To address the issue, the sources of data collection embraced are both primary and secondary data. Opinion of and discussion with tourism professionals and extensive review of literature was done in order to identify present and future scenario of tourism industry in new normal of COVID-19.
198 Findings—The investigation exposes that tourism which may experience numerous complications in resurrection but this does not mean that it has been collapsed completely. As the work discusses and emphasizes on rebooting and rebuilding of the tourism sector in the post-COVID-19 pandemic, it advocates on emphasizing on promotion of alternative tourism in COVID-19 and encouraging “domestic tourism” with being the present focus. Tourism companies need to redesign their products and other facilities to align with the post-corona world. The study elucidates strategic measures to promote tourism post-COVID-19 pandemic with regulated travel procedures, framework, international travel policy, and medical kiosk along with health prerequisites for safe and secure international traveling postpandemic global scenario.
Originality/Value—Being health and safety the prime concern, the researcher has developed and suggested a 3S (SSS) model emphasizing screening, sanitation, and social distancing that will provide valuable insight on guidelines for the central government, state governments, and other stakeholders in developing required operational strategy so to minimize the evils of pandemic on Indian tourism. The relevance of discontinuity theory of immunity also has been discussed to encounter a pandemic.
