e-Tourism beyond COVID-19: a call for transformative research

This viewpoint article argues that the impacts of the novel coronavirus COVID-19 call for transformative e-Tourism research We are at a crossroads where one road takes us to e-Tourism as it was before the crisis, whereas the other holds the potential to transform e-Tourism To realize this potential, e-Tourism research needs to challenge existing paradigms and critically evaluate its ontological and epistemological foundations In light of the paramount importance to rethink contemporary science, growth, and technology paradigms, we present six pillars to guide scholars in their efforts to transform e-Tourism through their research, including historicity, reflexivity, equity, transparency, plurality, and creativity We conclude the paper with a call to the e-Tourism research community to embrace transformative research