Evaluating the Effectiveness of the Strategies for Sustaining Nature-Based Tourism amid Global Health Crises: A Global Perspective

Abstract

Nature-based tourism (NBT) is one of the most rapidly growing segments of the global service economic space. However, as its success and sustainability are dependent largely on human mobility, NBT is susceptible to economic disruptions triggered by the advent of unprecedented hazardous global phenomena. Literary evidence has revealed that certain strategies, such as strict health protocols and guidelines for tourism reactivation, have been implemented by tourist destinations to sustain tourism activities amid disastrous pandemics and epidemics. Health-related and general safety issues have been at the helm of policy and decision making in tourism-related initiatives to enhance the image of ideal tourist destinations. Such events, particularly the COVID-19 pandemic that introduced stringent regulations, have caused the tourism industry and its sub-sets to be completely transformed from being ‘normal sectoral environments characterized by optimistic economic prospects’ to ‘new normal environments characterized by uncertain economic prospects’. According to the business theory, the success of an enterprise is determined by assumptions relating to its environment, the accomplishment of its mission, its service competency, and the utilisation of resources that enable the achievement of its mission. The social exchange theory proposes interactions that create commitment and an enabling environment to build strong relationships under certain conditions. This is applicable to the tourist industry as tourists travel to destinations that adapt to unprecedented conditions on a par with evolving environmental demands.