ABSTRACT
The existing literature indicates that the COVID-19 pandemic has been disastrous for tourism across the globe and much of the focus now is on tourism recovery. WTTC estimates that destinations would take an average of 21.3 months to recover from a pandemic. Various market reports and research on the impact of COVID-19 on tourism have issued bleak forecasts regarding the future of global tourism but Iceland has disregarded this prediction. The European island nation has received much acclaim for its ability to control the spread of the virus without the need for an aggressive lockdown. Iceland holds the distinction of becoming the first European country to open its doors to tourists amid the outbreak when a vast majority of destinations worldwide are still on lockdown. The country has decided to allow tourists from the Schengen area to visit from June 15, 2020 and proposes to allow other tourists to visit from July 1, 2020. In the current scenario, where the state of public health is a barometer of destination attractiveness, a COVID free environment would be alluring to tourists who had postponed their travel plans due to the crisis. The Iceland DMO (Destination Marketing Organization) provides prospective tourists with general travel-related information, links to government notifications and also has an official website for Iceland and COVID-19. It has also established its social media presence on Facebook, Instagram, Twitter, YouTube and Pinterest. We propose to evaluate the brand communication strategy of Iceland tourism using the PESO (Paid, Earned, Owned and Shared) framework. This evaluation will yield insights into platforms and types of media employed by the DMO with the intention of addressing the concerns of tourists. The strategies implemented by Iceland may be adopted by other destination DMOs to restart their tourism industry. © 2021 Publishing India Group. All rights reserved.
ABSTRACT
Improvement in telecommunication technology, the widespread access to this technology across all socioeconomic categories, and the need to leverage health care provider access has resulted in telemedicine's rapid growth.1'3 This is particularly true for orthopedic surgery. [...]telemedicine will play an increasingly important role in our profession. The purpose of this report is to examine these issues using the ethical and legal principles of beneficence, nonmaleficence, justice, and primacy of patient interest in order to gain a better understanding of how telemedicine can be used to provide care within the ethical and legal boundaries of medicine. Mill opined that individual rights to happiness may be limited when it is for the good of society.5 Clearly, allowing patients unfettered access to providers when doing so would endanger those providers and other patients, would harm society. [...]we are well within ethical bounds to insist that patients who pose a risk to others by horizontal disease transmission seek routine medical care via telemedicine.