e-Tourism beyond COVID-19: a call for transformative research

Ulrike Gretzel, Matthias Fuchs, Rodolfo Baggio, Wolfram Hoepken, Rob Law, Julia Neidhardt, Juho Pesonen, Markus Zanker, Zheng Xiang

Research output: Journal article publicationJournal articleAcademic researchpeer-review

344 Citations (Scopus)


This viewpoint article argues that the impacts of the novel coronavirus COVID-19 call for transformative e-Tourism research. We are at a crossroads where one road takes us to e-Tourism as it was before the crisis, whereas the other holds the potential to transform e-Tourism. To realize this potential, e-Tourism research needs to challenge existing paradigms and critically evaluate its ontological and epistemological foundations. In light of the paramount importance to rethink contemporary science, growth, and technology paradigms, we present six pillars to guide scholars in their efforts to transform e-Tourism through their research, including historicity, reflexivity, equity, transparency, plurality, and creativity. We conclude the paper with a call to the e-Tourism research community to embrace transformative research.

Original languageEnglish
Pages (from-to)187-203
Number of pages17
JournalInformation Technology and Tourism
Issue number2
Publication statusPublished - 1 Jun 2020


  • COVID-19
  • e-Tourism
  • Growth paradigm
  • Research paradigm
  • Technology paradigm
  • Transformative research

ASJC Scopus subject areas

  • General Computer Science
  • Social Sciences (miscellaneous)


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