Sustainable Customer Digital Engagement Strategies for the Tourism Recovery Perspective

Abstract

The tourism sector has continued to be one of the most affected business units in 2020 in connection with a global pandemic. Numerous regions and tourist destinations, tourist hotspots, and accommodations have been subjected to serious changes with a substantial economic impact. Thereby, the question arises as to whether the capacity to respond to customers' needs through functional digital engagement strategies is efficient for supporting the recovery and sustainable development of the tourism industry. This article comments on and provides a critical analysis of the recent online strategies related to content marketing applied to the tourism sector due to a global pandemic and the need to implement a different attitude towards tourism-oriented projects. The article proposes some examples of efficient policies that fit in with changes in the world tourism market.