engleski

Health, safety and responsibility: discourse analysis of the Croatian pandemic tourist campaigns (2020-2022)

According to Mansouri and Sefidgarbaei (2021), the pandemic caused by COVID-- 2022) F 19 is "one of the most important social events in the twenty aspects of society and its functioning afirst century" that significantly affected all t the macro, mezzo and micro levels. Reflecting on the current situation, many sociologists point to the importance of Beck's concept of risk society and life in conditions of intensified uncertainty, new normality, increased anxiety and stress (Beck 2000 ; Mansouri & Sefidgarbaei 2021). Numerous economic analyses show that the pandemic has affected many industries and sectors, including tourism and hospitality (McClinchey 2021 ; Obembe et al. 2021). Moreover, the UNWTO points out that "travel and tourism are among the most affected sectors" (UNWTO). Tourism institutions, government bodies and organizations worldwide have responded to multiple crises, created and presented new marketing approaches to promote tourism in line with pandemic restrictions and prote ction measures (Northern Development 2020). Although different countries have developed various strategies in communicating the current situation (Tekerek n.a.), health, safety, and social distance (Northern Development 2020) have become the keywords of th e new pandemic tourism discourse. Following this, in April 2021, the Croatian Ministry of Tourism created and presented internationally a campaign focusing on responsible and safe travel under the instructions of public health authorities (EU digital COVID certificate/vaccination certificate/negative PCR test, usage of protective masks, particular recommendations for camps, marinas, hotels and private accommodation) (Croatia full of life ; Ministry of Tourism and Sport). The paper focuses on interdisciplinar y (communication science, anthropology, sociology) critical discourse analyses of the three pandemic tourism campaigns of the Ministry of Tourism launched in 2020, 2021, and 2022.

pandemic, COVID19, risk society, tourism, tourist campaigns, Croatia

Prezentacija je pripremljena i prezentirana u sljedećem koautorskom sastavu: Marija Geiger Zeman, Mirela Holy, Zdenko Zeman