ABSTRACT
The sudden outbreak of COVID-19 has led beach tourism to a complete halt in January 2020, disrupting millions of livelihoods and businesses. Due to the economic importance of beach tourism, many governments reopened tourist beaches after the number of confirmed cases decreased. It is essential to open beaches orderly to meet the needs of tourists, maintain beach's health and restore coastal economy under the new reality. This paper selected Qingdao in China as a case study, drew on a questionnaire survey among beach tourists, summarized the effects of the COVID-19 on beach tourism industry and tourism enterprise, analyzed beach tourists' psychology and behavior, and developed beach management strategy under the ongoing prevention and control of COVID-19. The results showed that the COVID-19 pandemic caused severe damage to beach tourism which bases on travel and mobility, and this industry was temporarily suspended. With the changing epidemic situation, beach tourism witnessed a gradual recovery from stagnation to local tourism. Meanwhile, tourism enterprises were hit by the devastating impact of the COVID-19, causing problems such as business reduction, tense cash flow, high operating cost and unclear market prospect. Under the normalization of pandemic prevention, tourists did not have severe fear and anxiety about the pandemic, and placed great importance on the prevention and control measures, emergency measures and pandemic risk level of the beach destination. The pandemic also reshaped the perception and mode of beach tourism. Ecological tourism, travelling with family, and local tourism became the primary choices for tourists. Beach congestion, health status, and the quality of tourism services were the biggest concerns for tourists. Additionally, social media and short video APP became the new marketing channels. Finally, beach management strategies were proposed from the aspects of pandemic prevention and control, emergency management, information communication, tourist management, service management, and environmental management.