Naslov
Marketing recovery strategies for tourism after COVID–19

Autori
Martić Kuran, Linda

Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, sažetak, stručni

Izvornik
Abstracts of FEB Zagreb 12th International Odyssey Conference on Economics and Business / Načinović Braje, Ivana ; Pavić, Ivana ; Galetić, Fran - Zagreb : Ekonomski fakultet Sveučilišta u Zagrebu, 2021, 36-36

ISBN
978-953-346-161-8

Skup
12th FEB Zagreb International Odyssey Conference on Economics and Business

Mjesto i datum
Šibenik, Hrvatska; online, 09.06.2021. - 12.06.2021

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
hospitality industry ; tourism ; COVID-19 ; marketing strategies ; recovery

Sažetak
The pandemic caused by the SARS-Cov-2 virus that causes the COVID-19 disease has paralyzed everyday life as most of the population knew globally. From the beginning of the pandemic (end of 2019) until today, almost all countries in the world have introduced rigorous control measures and a state of emergency with minor differences in the system's functioning. The daily functioning of all countries of the world in many aspects has been under an exam. The economic impact of the crisis varied widely across economies, with customer-facing service companies hit hardest. Given that tourism is one of the most severe sectors in national economies worldwide, responses to the pandemic depended mainly on measures and initiatives internationally and nationally. The Republic of Croatia depended on the measures of the European Commission, the Government of the Republic of Croatia, financial institutions, local authorities and tourist associations to adapt to the new situation. In addition to measures to support the tourism sector, countries have also focused on developing recovery measures. This included considerations on lifting travel restrictions, restoring tourists' confidence, and reviewing the tourism sector for the future. In the whole process, it is essential to consider marketing recovery strategies for tourism after COVID - 19, i.e. redirection of marketing programs and promotional packages, all to attract and restore consumer confidence. Namely, the emerging crisis has revealed many shortcomings in the readiness of governments and the tourism sector, so it will take more time to recover, primarily if it is known from the past that natural disasters and pandemics result in in more extended periods of crisis than economic crises. The paper aims to identify ways to build consumer/tourist confidence through market strategies by adapting to the "new normal" situation. Each of the proposed strategies will be of great importance in the future when the situation with COVID-19 calms down.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

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