The COVID-19 crisis in tourism: A case study on Carrolls Irish Gifts' strategy during the COVID-19 pandemic

Abstract

This project aims to understand the consumption of experience in tourist destinations. Souvenirs are objects in all cities, and they can be considered the 'tangibilization' of the tourist experience. However, Ireland was closed during the pandemic, not allowing tourists to visit. This case study is about Carrolls Irish Gifts, and how the company changed its marketing strategy during the pandemic, focusing on online sales mainly to serve domestic audiences interested in Irish products.