Naslov
Challenges and sources of advertising in agritourism during the COVID-19 pandemic.

Autori
Gregorić, Marina ; Kovačević, Martina ; Tubić, Dejan

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

Izvornik
11th International scientific symposium Region, Entrepreneurship, Development / Leko Šimić, Mirna - Osijek : Ekonomski fakultet Sveučilišta Josipa Jurja Strossmayera u Osijeku, 2022, 226-240

Skup
11th International Scientific Symposium Region Entrepreneurship Development (RED 2022)

Mjesto i datum
Osijek, Hrvatska, 09.06.2022. - 11.06.2022

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Recenziran

Ključne riječi
advertising ; Agritourism ; COVID-19 ; tourism

Sažetak
With the emergence of the COVID-19 pandemic, the tourism market faces many challenges, including the Agritourism business. Because of the necessary measures introduced to reduce the spread of the virus, travel and tourist movements have been reduced. Therefore, agritourism is forced to focus its advertising methods on online sources to attract tourist demand for its facilities, products, and services. This paper explores the challenges agritourism has faced in promoting and advertising and how they have adapted to new digital and online advertising opportunities. The paper aims to identify new advertising challenges during the pandemic and analyze the importance of internet sales and security as the most significant attractive factor caused by the pandemic outbreak. The survey was conducted on a sample of 83 holders/owners of Agritourism in the Republic of Croatia. Through empirical research, respondents were offered questions in three thematic units: general data of objects, advertising methods, and content of posts. In order to meet the objectives of the paper, three hypotheses were given. The validation of hypotheses is processed using the statistical method of measurement known as the McNemar's test and descriptive statistics and analysis. The research results indicate the presence of advertising challenges in the new business conditions, the weaker representation of the use of traditional sources of advertising (while online advertising remains without significant changes), the under-representation of internet sales, and security, whose importance is recognized but under-promoted. The contribution of the work is reflected in the presentation of the trend of online advertising as an indispensable tool for attracting more visitors and tourists. At the same time, this topic notices the emergence of new requirements and ways of communication with tourists during the COVID19 pandemic outbreak.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA