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

Autori
Haluga, Vesna ; Miljković, Petar ; Kurečić, Petar

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Economic and Social Development : 70th International Scientific Conference on Economic and Social Development – book of proceedings / Yagubov, Sakit ; Aliyev, Sannur ; Mikić, Mihaela - Online : Varaždin Development and Entrepreneurship Agency ; Azerbaijan State University of Economics, Baku ; University North ; Faculty of Management University of Warsaw ; Faculty of Law, Economics and Social Sciences Sale-Mohammed V University in Rabat, Morocco ; Polytechnic of Međimurje in Čakovec, 2021, 1178-1184

Skup
70th International Scientific Conference on Economic and Social Development

Mjesto i datum
Baku, Azerbajdžan, 25.06.2021. - 26.06.2021

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

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

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Informacijske i komunikacijske znanosti

POVEZANOST RADA