engleski

Communication model of the campaign "Međimurje daje više", with the aim od reducing the negative impact of the Covid 19 virus pandemic on the tourist results of Međimurje County

The paper deals with the communication model and the results achieved by the campaign "Međimurje gives more", led with the aim of reducing the negative economic consequences of the COVID 19 virus pandemic on the tourist results of Međimurje County from 15.6.2020. To 15.9.2020. The transformative possibilities of tourism due to the pandemic, the introduction of a persuasive model and the nudge of communication tools, so far rarely used in the field of tourism, are also being problematized. Anticipating, preparing and acting to reduce the effects of the COVID 19 virus crisis is an important challenge facing tourist destinations around the world, and small destinations, especially continental ones, are the most vulnerable given their limited financial and human capacity. The starting point is the fact that the outbreak of pandemic diseases plays an important role in the social habits of tourists and results in changes in the needs, but also the capabilities of providers and users of tourist services / offers. Based on the available literature, the paper identifies and analyzes the factors of the persuasive communication model that will positively influence the sustainable tourism and recovery of Međimurje as a tourist destination through nudge tools, which, if they achieve the expected results within the observed period of three months, can lead to tourism reorientation, sustainable tourism applicable in other tourist destinations as well. The paper is based on descriptive and developmental research, descriptive methods of synthesis and analysis, comparisons, and the collected data are systematized and compared and qualitatively and quantitatively presented in tables and graphs. The central point of the paper is the thesis that the use of new, alternative communication models and tools is crucial for the crisis management, as well as professionalism of employees at all levels of the tourism industry. That is the most important component of destination preparation and managing destination during and after the COVID 19 virus crisis.

sustainable tourism ; Međimurje ; COVID 19 ; communication models ;

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