The purpose of this study is to explore how tourism and hospitality firms managed marketing communications (marcom) since the COVID-19 outbreak and to propose a conceptual framework on marcom challenges that the pandemic crisis has brought to the industry. In-depth interviews were conducted with tourism and hospitality managers in Croatia, a destination that registered remarkable tourism results in 2021. The proposed conceptual framework reflects the adaptation process and major changes in B2C (business-to-consumer) and B2B (business-to-business) communication since the COVID-19 outbreak on one hand and resulting strategic opportunities for marcom managers on the other, discussed in terms of practical implications. To the best of the authors’ knowledge, this is the first study that presents an integrative overview of major challenges in marketing communications in tourism and hospitality since the COVID-19 outbreak by examining managers’ viewpoints through in-depth interviews. The study not only proposes a conceptual framework for understanding changes and opportunities that emerged in a situation of a systematic health emergency but also provides meaningful guidelines and implications for the global tourism and hospitality industry, as managers from many countries have been facing similar difficulties and challenges during the pandemic.

Challenges in Marketing Communications during the COVID-19 Pandemic: insights from Tourism and Hospitality Managers / Vernuccio, Maria; Seric, Maja. - In: TOURISM. - ISSN 1332-7461. - 4:70(2022), pp. 694-706. [10.37741/t.70.4.10]

Challenges in Marketing Communications during the COVID-19 Pandemic: insights from Tourism and Hospitality Managers

Maria Vernuccio
Secondo
;
Maja Seric
Primo
2022

Abstract

The purpose of this study is to explore how tourism and hospitality firms managed marketing communications (marcom) since the COVID-19 outbreak and to propose a conceptual framework on marcom challenges that the pandemic crisis has brought to the industry. In-depth interviews were conducted with tourism and hospitality managers in Croatia, a destination that registered remarkable tourism results in 2021. The proposed conceptual framework reflects the adaptation process and major changes in B2C (business-to-consumer) and B2B (business-to-business) communication since the COVID-19 outbreak on one hand and resulting strategic opportunities for marcom managers on the other, discussed in terms of practical implications. To the best of the authors’ knowledge, this is the first study that presents an integrative overview of major challenges in marketing communications in tourism and hospitality since the COVID-19 outbreak by examining managers’ viewpoints through in-depth interviews. The study not only proposes a conceptual framework for understanding changes and opportunities that emerged in a situation of a systematic health emergency but also provides meaningful guidelines and implications for the global tourism and hospitality industry, as managers from many countries have been facing similar difficulties and challenges during the pandemic.
2022
marketing communications; crisis communication; conceptual framework; qualitative method; tourism and hospitality managers; covid-19
01 Pubblicazione su rivista::01a Articolo in rivista
Challenges in Marketing Communications during the COVID-19 Pandemic: insights from Tourism and Hospitality Managers / Vernuccio, Maria; Seric, Maja. - In: TOURISM. - ISSN 1332-7461. - 4:70(2022), pp. 694-706. [10.37741/t.70.4.10]
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11573/1676140
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