Recovery strategies and marketing campaigns for global destinations in response to the Covid-19 tourism crisis

被引：27

作者：

Avraham, Eli ^{[1
]}

机构：

[1] Univ Haifa, Dept Commun, IL-31905 Haifa, Israel

来源：

ASIA PACIFIC JOURNAL OF TOURISM RESEARCH | 2021年 / 26卷 / 11期

关键词：

Tourism crisis; Covid-19; pandemics; image repair; recovery marketing; tourism marketing; BEHAVIOR; IMPACTS;

D O I：

10.1080/10941665.2021.1918192

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

The study analyzes which image repair strategies were adopted by officials and marketers around the world to combat the Covid-19 tourism image crisis. We used qualitative content analysis of news reports, videos/ads, social media posts, and recovery campaigns taken from international and tourism news outlets, websites, and YouTube. As a result, we would like to offer a new theoretical framework that divides the image repair strategies into the three phases of a pandemic tourism crisis: pre-lockdown, lockdown and post-lockdown/recovery. The new theoretical framework might be helpful for studies analyzing destinations' image repair efforts while combating pandemics, as well for practitioners.

引用

页码：1255 / 1269

页数：15