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The year 2020 saw COVID-19 devastating the international and national travel and tourism industries globally. Yet the pandemic also generated renewed understandings of, and innovative possibilities for, the crucial relationships among travel and tourism, customer relationship management (CRM) and co

Entrepreneurs can contribute to the dynamic capabilities of firms through learning and across the innovation process. Williams (2021) highlighted how risk and uncertainty are understood to change throughout the innovation process in the key areas of technology, finance, markets, and organizations”.

While the definitive account of the history and long-term impact of the COVID-19 global pandemic of 2020–2021 remains to be written, its influence on the travel and tourism industries has already been experienced profoundly both internationally and nationally. While this influence has been painful,