Tourism recovery strategies and their implications: A multiple case study approach

The current article adopts a multiple case study approach to conduct a comprehensive review of postdisaster reconstruction experiences from Australia, Turkey, Taiwan, and Sichuan, China, with the aim of offering suggestions and recommendations for postdisaster reconstruction strategies for Sichuan. Based on analysis of the four cases under study, six common postdisaster recovery measures are identified: getting support from higher level government, launching new marketing campaigns, developing new tourism products, focusing on key generating markets, communicating with the major media, and forming alliances/cooperating with industry partners. Implications and recommendations for the Chinese government and tourism industry are also discussed.