Encyclopedia 23. september 2021 3148 ogledov

Retaining Recreational Tourism Through Digital Solutions

Author: Sabina Rolsted 
Affiliation: Zealand Academy of Technologies and Business
<insert-authors> (2021). <insert-abstract-title>. 29th Nordic Symposium on Tourism and Hospitality Research Shaping mobile futures: Challenges and possibilities in precarious times, 21-23 September 2021. Online. Retrieved: <insert-date>, from http://www.airth.global
Due to the COVID 19 induced restrictions in international travel and tourism activities and indoor activities, there has been huge surge in outdoor recreational tourism at both local and national level.  Although outdoor recreation, as a trend has been growing steadily for the last couple of years (European Tourism Future Institute, 2019), COVID-19 has pushed the newer (recreational) consumer at a faster pace towards the nature and recreational activities. As summer 2020 witnessed the increased local tourism activities, a post COVID-19 scenario could be that tourism mobility is transformed not only temporarily but over the long-run (Ioannides & Gyimothy, 2020). This would require Danish tourism businesses to design their tourism experience products focusing even more on the changing customer segment for longer term and not just improvise at the moment of crisis. 
This study intends to explore how the tourism businesses attempted to retain the customers and which innovative behavior and solutions they have applied in response. Due to social distancing requirements, businesses moved toward digitalization and sought digital solutions to interact with the customers. However, the nature and utility of digital solutions varied from simple and ah hoc solutions such as MobilePay - Pay and Play solutions, emergence of voluntary activities to business alliances with similar business; and Apps development funded by private and government sector consolidating various tourism stakeholders. The question is whether these solutions will remain useful for long term retention of the customers. 
Keywords: Recreational tourism, digital innovation, digitalization, COVID-19 tourism responses. 


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