RESPONSE TO THE CRISIS GENERATED BY THE COVID-19 PANDEMIC IN TOURISM. FROM THE GLOBAL TO THE LOCAL: CIUDAD JUAREZ (MEXICO)

Changes as a consequence of the crisis generated by the COVID-19 are causing a critical problem at the global level. Therefore, the aim of this research is to promote knowledge about the current crisis in tourism and provide tools and strategies that facilitate the search for answers and recovery-oriented options. This is a qualitative, exploratory and propositional research study based on which, empirical and theoretical methods were used; the main source for obtaining primary data was interviews, and secondary data was obtained through documentary research. As a result of this study, a conceptual theoretical framework for understanding crisis in tourism is recommended, and a conceptual model for the management of this crisis in tourism is proposed, based on a process that integrates risks and crises. Finally, a methodological management scheme to implement in Juarez City is suggested. It concludes by highlighting the value of research, education and the culture of preparedness to face these pandemics.