Pandemic-driven research in tourism: Shifting from marketing-driven analysis to critical inquiry

Initiated in late 2019, my PhD project set out to examine and assess the public discourse around Chinese Outbound Tourism in the West, specifically using Switzerland as a case study. However, the outbreak of COVID-19 and the abrupt halt of international travel dramatically challenged the project’s original, more marketing-related focus. Despite this, the rise of Sinophobia, discrimination, racism, xenophobia, and violence against Asians underscored the importance of understanding the images surrounding Chinese travelers. This understanding is crucial not only for the safe and responsible restart of international travel but also for examining the general Western view of Chinese citizens. The paper begins with an introduction to my research field, tourism, and the initial impact of COVID-19 on it, followed by a discussion on the relevance of Information and Communication Technologies in tourism research. I subsequently outline the methodological choices made during my PhD journey, highlighting three key methodologies: (1) Thematic Analysis, (2) Critical Discourse Analysis, and (3) an online Word Association Test. The paper concludes with a reflection on the unforeseen challenges faced and the new possibilities that emerged from adapting to these disruptions, specifically focusing in on the theoretical reorientation which impacted my methodological choices.