Do the 4Ps of marketing mix strategy assuage fears of travelling?

Abstract

This study examines the marketing mix that is required to decrease travel fears (TF) and increase travel intentions (TI) after the lifting of COVID-19 travel restrictions. It also investigates the mediating effect of TF on the marketing mix strategy to increase TI as well as the moderating effect of gender and employment status on the correlations of the developed model. Structural equation modelling was used to analyse 1830 survey responses. The findings indicate that there are only product-based marketing mix strategies decrease TF and increase TI while promotion-based strategies have the opposite effect. TF were found to mediate the effect of product- and promotion-based strategies on TI while gender and employment status had little effect on the direct correlations and mediating effects of the developed model. The conventional marketing mix strategy; specifically, price- and place-based strategies; are no longer relevant in the current context of the COVID-19 pandemic.

Resilient marketing of Chinese hotel enterprises based on marketing mix

“…Place elements are distribution channel techniques used by service companies. In tourism, the place element is a source of information used by tourists to better understand destination travel needs (Tay et al, 2023). Salman et al (2017) suggests that access to service operations and supporting materials (e.g., web pages) through virtual leisure media (e.g., Ctrip search engine) is increasing and becoming more accessible.…”

“…Free order cancellation service on the hotel's official website HotelsOnline Travel AgentsOTA Free Cancellation The hotel's official website makes it easier to access information about the hotel and the crisis. HotelsOnline Travel AgentsOTA's have access to more information on hotels and crises Social media for more hotel and crisis information Live sales channel for more hotel and crisis information Pre-sale channels for more information on hotels and crises Gu et al, 2023;Salman et al, 2017;Shi et al, 2021;Tay et al, 2023 Resilient promotion Advertisement Dolnicar and Ring, 2014;Gu et al, 2023;Liu et al, 2022;Nikbin et al, 2022;Shi et al, 2021 Public relations Employee friend-to-friend marketing Netflix promotional information Free trial stay for customers Issuance of coupons Corporate social responsibility strategy Digital marketing strategy Social media promotions…”