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Challenges in Marketing Communications during the COVID-19 Pandemic: Insights from Tourism and Hospitality Managers

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Challenges in Marketing Communications during the COVID-19 Pandemic: Insights from Tourism and Hospitality Managers

dc.contributor.author	Šerić, Maja
dc.contributor.author	Vernuccio, Maria
dc.date.accessioned	2023-06-14T07:36:41Z
dc.date.available	2023-06-15T04:45:05Z
dc.date.issued	2022	es_ES
dc.identifier.citation	Šerić, M.; Vernuccio, M. (2022). Challenges in Marketing Communications during the COVID-19 Pandemic: Insights from Tourism and Hospitality Managers. Tourism: An International Interdisciplinary Journal, 70 (4), 694-706.	es_ES
dc.identifier.uri	https://hdl.handle.net/10550/87899
dc.description.abstract	The purpose of this study is to explore how tourism and hospitality firms managed marketing communica tions (marcom) since the COVID-19 outbreak and to propose a conceptual framework on marcom challenges that the pandemic crisis has brought to the industry. In-depth interviews were conducted with tourism and hospitality managers in Croatia, a destination that registered remarkable tourism results in 2021. The proposed conceptual framework reflects the adaptation process and major changes in B2C (business-to-consumer) and B2B (business-to-business) communication since the COVID-19 outbreak on one hand and resulting strategic opportunities for marcom managers on the other, discussed in terms of practical implications. To the best of the authors’ knowledge, this is the first study that presents an integrative overview of major chal lenges in marketing communications in tourism and hospitality since the COVID-19 outbreak by examining managers’ viewpoints through in-depth interviews. The study not only proposes a conceptual framework for understanding changes and opportunities that emerged in a situation of a systematic health emergency but also provides meaningful guidelines and implications for the global tourism and hospitality industry, as managers from many countries have been facing similar difficulties and challenges during the pandemic.	es_ES
dc.language.iso	en	es_ES
dc.publisher	Zagreb Institute for Tourism Croatian National Tourist Board	es_ES
dc.subject	COVID-19	es_ES
dc.subject	marketing communications	es_ES
dc.subject	crisis communication	es_ES
dc.subject	conceptual framework	es_ES
dc.subject	qualitative method	es_ES
dc.subject	tourism and hospitality managers	es_ES
dc.title	Challenges in Marketing Communications during the COVID-19 Pandemic: Insights from Tourism and Hospitality Managers	es_ES
dc.type	journal article	es_ES
dc.subject.unesco	UNESCO::SOCIOLOGÍA	es_ES
dc.identifier.doi	10.37741/t.70.4.10	es_ES
dc.accrualmethod	S	es_ES
dc.embargo.terms	0 days	es_ES
dc.type.hasVersion	VoR	es_ES
dc.rights.accessRights	open access	es_ES