Agritourism resilience during the COVID-19 crisis.

ABSTRACT

Resilience is critical to the sustainability of the tourism industry, which was made particularly evident during the COVID-19 crisis. COVID-19 impacted all sectors of the tourism industry revealing previously unknown strengths and weaknesses. Through a longitudinal qualitative approach, we identified the evolving challenges and coping strategies of agritourism operations under the COVID-19 crisis in North Carolina, USA. The results indicate that agritourism operations not only withstood the health crisis but also advanced the management of their operation and customer satisfaction through diversification and reorganization strategies. We use chaos theory to show how agritourism operations took advantage of the context of uncertainty to employ practices that ultimately showcased their resilience.