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Chapter Ii - RRL

This chapter reviews related literature on rebuilding tourism and businesses after crises. It examines literature from foreign and local sources, including books, journals, articles, theses and dissertations. Local literature discusses how small businesses are important for tourism and how stakeholders are working to rebuild a more sustainable Philippine tourism industry after the pandemic. Foreign literature looks at how the tourism industry was severely impacted by travel restrictions during the pandemic and how social media can be used to help rebuild tourism. The literature emphasizes the need for adaptable policies and cooperation across government and industry to build a stronger and more resilient tourism sector going forward.

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NYSHAN JOFIELYN TABBAY
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223 views

Chapter Ii - RRL

This chapter reviews related literature on rebuilding tourism and businesses after crises. It examines literature from foreign and local sources, including books, journals, articles, theses and dissertations. Local literature discusses how small businesses are important for tourism and how stakeholders are working to rebuild a more sustainable Philippine tourism industry after the pandemic. Foreign literature looks at how the tourism industry was severely impacted by travel restrictions during the pandemic and how social media can be used to help rebuild tourism. The literature emphasizes the need for adaptable policies and cooperation across government and industry to build a stronger and more resilient tourism sector going forward.

Uploaded by

NYSHAN JOFIELYN TABBAY
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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CHAPTER II

REVIEW OF RELATED LITERATURE AND STUDIES

This chapter primarily presents the different researches and other works of literature
from foreign and local researchers, which bear significant bearings on the variables included in
the study. It focuses on several aspects to help develop this study, generally concentrating on
rebuilding tourism and businesses. The literature of this study comes from books, journals,
articles, electronic materials such as PDFs or E-Book, and other existing theses and
dissertations, foreign and local, that are believed to be helpful in the advancement of awareness
concerning the study.

Local Literature

Small businesses make up for their size limitations by sheer volume. Governments can
coordinate small firms in the tourism industry to achieve the same economies of scale and
liquidity that significant businesses rely on. Businesses, local governments, and communities all
gain. In addition, more and more tourists want to have a good influence on the places they visit.

Stakeholders in the Philippine tourism business think this year is essential for restoring
the sector, which was severely damaged by the global pandemic in 2020. Everyone in the
sector has been harmed by border restrictions, lockdowns, and social exclusion, from tiny travel
operators to large airlines and international hotel chains. Priority should be given to rebuilding
the tourism industry, but it needs to be more sustainable and resilient in the future. According to
Velasco (2021), it will be a major transition year for the Philippines. The government gradually
relaxed domestic travel restrictions, and some tourism hotspots, including Bohol, Boracay, El
Nido, portions of the Ilocos region, Bataan, and Baguio City, Legazpi, and Batangas City, were
reopened to domestic travelers.

TPB (2022) pointed out that from the moment of sale to gathering feedback, the tourism
sector will predominantly employ technology in its marketing and commercial involvement. At
the same time, the Philippines used this opportunity to rebuild a tourism sector that is greener
and more sustainable. As a result, they were able to revitalize the tourism items they planned to
promote when the borders were reopened. Since the Philippines' borders are now open to
foreign tourists, the tourism industry is constantly working to improve the procedures to
guarantee that visitors will have a smooth and enjoyable experience throughout their stay in the
nation. The TPB also keeps improving the creation and distribution of digital material to ensure
advertising in the Philippines on all pertinent platforms.

The tourism industry will require adaptable policy solutions to coexist with the virus in the
short to medium term. Still, it's also critical to go beyond this and take action to learn from the
crisis, which has shown weaknesses in industry and government readiness and response
capabilities. It is crucial that all levels of government and the commercial sector work together in
concert. The crisis presents an opportunity to reconsider tourism as we advance. The future of
tourism will be shaped by the actions taken now, which are at a critical juncture in the industry.
Governments must consider the crisis's longer-term effects while maximizing digitalization,
fostering the low-carbon transition, and encouraging the structural changes required to create a
stronger, more sustainable, and resilient tourism industry.

Foreign Literature

Travel and tourism are among the industries most negatively impacted by the epidemic
and stringent travel restrictions. With a 74% decrease in foreign visitor arrivals from 2019, the
tourism industry is now experiencing its greatest crisis in history, making the nation among the
most severely impacted in the EU. According to Loannides et al. (2020), the pandemic occurred
when there was some agreement that tourism needed reformation to move toward a more
environmentally and socially responsible standard. However, small enterprises in the tourism
industry are distinct from those in other sectors. A customer journey is based on the actual path
of a tourist in the industry. It's not just one industry; it's a journey that involves several
transactions in various industries, each with unique funding, working capital, and payment terms
needs. And the trips frequently start and terminate in remote locations.

A variety of services are also provided by the tourism industry's supply side to support
the economy's expansion. Lazzeretti et al. (2006) notes that the supply side of tourism is a
spatial unit that includes a complex network of projects, plans, activities, various actors, roles,
and environmental conditions, all of which affect how well it performs. Today's tourists need a
range of amenities that give them various options and experiences.

Social media is also used to gauge public opinion, positively market travel, and help
rebuild tourism and business after an epidemic. According to Avraham (2016), another resource
for posting pictures of travelers visiting locations and events is Facebook. Events allow an area
to promote a few chosen images that can be utilized to generate positive news and divert
international media attention from a negative to a positive by concentrating the media's attention
on that location for a brief, focused period.

The epidemic has made the importance of tourism to our economies and societies more
apparent than ever before. Today, tourism is a topic of discussion on a worldwide scale and is
key to international and national recovery action plans. The tourism industry is prepared to put
in the effort and fulfill its obligations to people and the environment.

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