Book excerpt: This book focuses on the tourism industry in conjunction with the impact of COVID-19 from the perspective that it is both negatively impacting the industry while also offering an opportunity to rise from the ashes. The volume offers a new conceptualization and theorization of tourism, suggests new research methods, offers parallels with other crises (such as 9/11) to better understand the current one, and suggests futurist and innovative strategies. This book offers a wide range of topics on how a pandemic can impact customer satisfaction and the tourism industry.