The Role of Hubris in Explaining Tourism Policy Failure: Some Observations and New Research Directions

The COVID-19 pandemic brought into sharp focus the important role public policy, including tourism policy, plays in improving economic and social welfare. This paper advocates consideration of the potential value of hubristic leadership theories when seeking to explain tourism policy failure (though it might also be used to contribute to examinations of policy innovation). In doing so, it seeks to complement existing literature by introducing ‘lower-level’ frameworks to show how more localized crises may occur. The flavour of a growing body of theoretical work in this field is provided alongside a truncated illustrative case study of policy failure in a British regional tourism policy context.