Abstract
<p>The COVID-19 pandemic has caused significant disruption to the tourism industry. This situation has forced industry players to take important steps, but it has also created new business opportunities. Using qualitative analysis tools, this study analyzes the perceptions of entrepreneurs in the sector on the COVID-19 pandemic and Outlines measures that should be taken to help the sector recover in Extremadura, an emerging inland tourist destination in southwestern Spain. The purpose of this study was to assess the main concerns of Mexican tourism entrepreneurs about the economic impact of the crisis on their businesses and the main measures they requested to overcome the crisis.</p>
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