Naslov
Destination Relationship Marketing During Challenging Times. The Role of Integrated Marketing Communications

Autori
Šerić, Maja ; Mikulić, Josip ; Ozretić Došen, Đurđana

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

Izvornik
TMS ALGARVE 2022: Sustainability Challenges in Tourism, Hospitality and Management - Tourism & Management Studies International Conference / Santos, Jose Antonio C. ; Custodio Santos, Margarida ; Rodrigues Goncalves, Alexandra ; Solano-Sanchez, Miguel Angel - Faro : Escola Superior de Gestão, Hotelaria e Turismo, Universidade do Algarve, 2022, 188-188

Skup
Sustainability Challenges in Tourism, Hospitality and Management - Tourism & Management Studies (TMS ALGARVE 2022)

Mjesto i datum
Olhao-Algarve, Portugal, 16.11.2022. - 19.11.2022

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Destination Relationship Marketing, Integrated Marketing Communications, COVID-19
(Destination relationship marketing, Integrated Marketing Communications, destination safety, COVID-19, Croatia)

Sažetak
Tourism destinations are facing the negative effects of the COVID-19 outbreak and are looking for innovative ways to survive and increase their attractiveness during these challenging times. Novel communication strategies are deemed necessary in this scenario of great uncertainty, capable of transmitting a clear and consistent message about the safety of a tourism destination, with the purpose of not only attracting potential tourists but also creating a strong bond and long-lasting relationships with them. In this regard, the Integrated Marketing Communications (IMC) approach has been recognized as a sophisticated communication discipline that is not limited to influencing tourists’ perceptions and intentions but actually transcends to a more powerful paradigm of relationship marketing. The purpose of this paper is to examine the impact of (IMC) message consistency on trust, commitment, and satisfaction, considered among the most influential variables in the field of relationship marketing. The empirical study took place among 333 tourists visiting Croatia mostly in the final quarter of 2021. Considering tourist perceptions in this type of research is of extreme importance as the four variables examined in this work are strongly consumer-oriented. Our results suggest that when tourists perceive consistency within and across different online and offline marketing communications channels regarding the safety of a destination, their trust, affective commitment, and satisfaction levels will increase. These findings have important implications for destination marketers and other tourism stakeholders involved in promotional activities of tourism destinations.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA