Examining the Effect of COVID-19 on the Tourism Industry in an Emerging Country: A Case Study

Abstract This study explores the effects of the COVID-19 pandemic on the tourism industry in Bangladesh, focusing on four critical factors: cost, security, hygiene, and food quality. Semi-structured interviews were conducted with 16 participants from various sectors within the Rajshahi district. Data saturation was achieved with 11 participants, representing accommodation, adventure, attractions, events, food and beverage, tourism services, transportation, and travel trade sectors. The findings reveal significant impacts on these sectors, including increased operational costs, security concerns, inadequate hygiene measures, and declining food quality. The study emphasises the importance of strategic adjustments, such as cost optimization, enhanced security, improved hygiene protocols, and maintaining food quality to ensure industry resilience. These strategies are crucial for the tourism sector’s sustainability and recovery in future crises. Practically, tourism companies have adapted by implementing flexible pricing, advanced cleaning procedures, and leveraging digital platforms for food services. From a social perspective, these strategies help rebuild tourist confidence, trust, and satisfaction, contributing to local economic recovery. This study contributes to tourism literature by exploring the multi-faceted impacts of the COVID-19 pandemic on the tourism industry in Bangladesh. Finally, the study suggests future research directions to gain broader insights.