How are tourism businesses adapting to COVID-19? Perspectives from the fright tourism industry

Abstract

The COVID-19 pandemic has seriously impacted the global tourism industry, effecting the livelihoods of millions of tourism workers and disrupting host communities. Current research in tourism management has focused on understanding the economic, social and political impacts of the pandemic. This professional perspective aims to examine operational adaptations that businesses in the fright tourism industry have adopted under the COVID-19 pandemic circumstances. The study collated industry association press releases, undertaking content analysis to examine the changes businesses employed to adapt during the pandemic. Findings suggest that businesses made a variety of operational changes, such as changing queueing, diversification of props and changes to make-up hygiene, allowing these businesses to survive pandemic imperatives.