Abstract
Empathy-Altruism involves selfless concern for the rejuvenation of the tourism sector, devastated by the COVID-19 pandemic necessitating a global lockdown due to the frailties of our systems. We propose the need for augmented service delivery, using pro-social advertorials to communicate brand uniqueness to customers. The cyclical theory of tourism development was adapted, to explain the evolution of tourism product from cradle to acceptable brand. The structured systematic review was adopted with comprehensive research on previous studies. Also, future research direction is on; integrating pro-social messages in aviation service delivery. The findings revealed that Service quality has a significant effect on sustainable tourism development. Keywords: empathy-altruism, post covid-19 pandemic, pro-social advertising service delivery, sustainable tourism
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