The adoption of the “Clean & Safe” stamp in Covid-19 times: An opportunity for innovation and reinvention for the tourism entertainment sector in Portugal?

Abstract

The tourism entertainment sector involves tourists and communities in multifaceted and complementary experiences. In 2020, with the arrival of the health crisis as a result of Covid-19, the entire tourism system was affected, in particular tourism entertainment. Based on a project report, this study explores and reflects the transformations that are taking place in the tourism entertainment sector and how it is adapting to the new “normal”. Taking as an example the creation of the “Clean & Safe” stamp, it is important to understand if the application of this stamp corresponds to an instrument of innovation and reinvention, based on the analysis of tourism entertainment companies. The results obtained show that the sector has incorporated practices of reinvention, process improvement, adaptation to customers and implementation of new health security measures. However, the road is long, and the challenges are constant in such an important sector of tourism in Portugal.