engleski

Digital Campaign as an Information and Communication Tool for Tourist Promotion during the Corona Crisis – The Media Campaign „Međimurje Gives More“ as an Example

During the crisis caused by the COVID 19 virus, tourism as the fastest growing industry had the biggest losses. With a proactive approach, on the first day of easing measures on June 15th, 2020. Međimurje County, a territorial-political regional unit in Croatia, its tourist board, launched a media campaign to reduce losses in tourism. Exploring the example of the promotional campaign of the Tourist Board of Međimurje County “Međimurje gives more”, the paper discusses digital campaign as a tool for promoting destinations in times of crisis caused by the COVID 19 virus. The paper analyses a media campaign that was primarily aimed to potential domestic tourists. The achievements of the digital campaign were also analyzed using the case study method. Hypothesis H1 was set as follows: a well- designed and well-run digital campaign can contribute to an increase in the number of arrivals and overnight stays regardless of the crisis caused by the COVID 19 virus. The primary aim of this paper is to research whether, regardless of the corona crisis, a digital campaign can affect the positive results in tourism.

digital campaign ; tourism ; Međimurje ; COVID 19 ; information and communication technologies (ICT)

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