Purpose

The COVID-19 crisis has had a dramatic impact on the tourism industry, with new challenges that calls for a combination of short- and medium-/long-term perspectives. At the destination level, a factor that has a critical incidence in the recovery path is the type of tourism governance. With the spotlight on this factor, the purpose of this paper is to reflect on the need to accommodate the model of tourism governance to the requirements of this new time.

Design/methodology/approach

The discussion that already existed in the literature about the roles of destination marketing organizations (DMOs) has been brought into the new context of the coronavirus crisis to propose three fundamental changes in them, together with the centrality of host communities in a model based on public–private–people partnerships.

Findings

Under the principle that the M in DMOs has to stand for management, an evolution of these organizations toward the performance of three different roles is proposed, namely, as the orchestrator of the various players in the destination, the facilitator of opportunities for its members and the intelligence promoter and their strategic mind.

Practical implications

The practical implications of this proposal are numerous, as it represents a move beyond the usual public–private partnerships of the old normal and goes further than the traditional roles of marketer, intermediary in the value chain and brand promoter.

Originality/value

To the best of the author’s knowledge, this is the first work dealing with the topic of tourism governance in the context of the pandemic.

中文翻译：

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Covid-19危机：新时期的旅游业治理新模式

目的

COVID-19危机对旅游业产生了巨大影响，带来了新的挑战，需要将短期和中期/长期观点结合起来。在目的地一级，在恢复路径中具有关键发生率的因素是旅游业治理的类型。着眼于这个因素，本文的目的是思考是否有必要使旅游管理模型适应新时代的要求。

设计/方法/方法

文献中已经存在关于目的地营销组织（DMO）角色的讨论，已被带入冠状病毒危机的新背景下，提出了其中的三个基本变化，并在基于公众的模型中提出了东道国社区的中心地位–私人与人的伙伴关系。

发现

根据DMO中的M必须代表管理的原则，提出了这些组织向三个不同角色的履行的演变，即，作为目的地中各个参与者的协调者，为其成员提供机会的促进者和情报促进者及其战略思想。

实际影响

该提议的实际含义是多种多样的，因为它代表着超越传统的普通公私合作伙伴关系，并且比营销商，价值链中的中介和品牌推广者的传统角色更进一步。

创意/价值

据作者所知，这是在大流行背景下处理旅游业治理主题的第一篇著作。