Tourist experience in the post-covid era: new perspectives

The purpose of this paper is to explore new approaches to redesign the tourist experience (TX) throughout the recovery from the ongoing crisis brought by the pandemic Coronavirus. This article adopts a multiple-case study research design in the context of tourism small and medium-sized enterprises (SMEs). It develops a cohesive, conceptual framework identifying the key dimensions to redesign the TX in time of crisis recovery, supporting excellence in tourism SMEs’ service management: (1) prioritize tourists’ health and wellness; (2) make empathy an action; (3) build on long-term tourist commitment. This research represents a powerful benchmark for managers and practitioners to understand practical and efficient attitudes to be implemented during the crisis recovery. It suggests how to reimagine their entire business through the lens of TX, thus, dealing with the shifts in customers’ needs, comfort levels, and expectations. Recommendations to further enrich this topic are then presented.