<i>#StayHome today so we can #TravelTomorrow</i>: tourism destinations’ digital marketing strategies during the Covid-19 pandemic

Ketter, Eran; Avraham, Eli

doi:10.1080/10548408.2021.1921670

Cited by 133 publications

(103 citation statements)

References 35 publications

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“…As Oliveira and Huertas (2019) explained, the role of marketing communication expands to conveying the message of safety and security of visitors in the future, in addition to promoting tourism and discourse of renewal ( Ulmer et al, 2007 ). Thus, organizational crisis communication theories are believed to be inadequate in handling persistent global pandemics ( Ketter & Avraham, 2021 ). The same was confirmed by Kim and Liu (2012) , who found that the response strategies recommended by SCCT did not apply in the context of the 2009 H1N1 influenza.…”

Section: Literature Reviewmentioning

confidence: 99%

“… ‘Welcome back’ ‘We have missed you. Egypt warmly opens its arms to you’ ( Avraham, 2016 ); ‘Welcome back—We missed you,’ and ‘Happy to again welcome tourists’ ( Ketter & Avraham, 2021 ). Message of hope ‘#CantSkipHope’ ( Shriner, 2020 ); ‘Dream for later’ ( Star, 2020 ).…”

Section: Literature Reviewmentioning

confidence: 99%

“… ‘Stay home’ and ‘travel later.’ ‘Visit Estonia… later’ ( Bott, 2020 ); ‘The perfect time not to visit anything’ ( Shriner, 2020 ); ‘Y'all stay home’ ( Bott, 2020 ). COVID-19-safe destination ‘Health First’ ( Ketter & Avraham, 2021 ); ‘There's something bigger. .…”

Section: Literature Reviewmentioning

confidence: 99%

“…That something is you and your safety’ ( Star, 2020 ). Restoration/Healing ‘Explore Turkish colors to refresh yourself’ and ‘You need more than a holiday; you need Switzerland’ ( Ketter & Avraham, 2021 ). …”

Section: Literature Reviewmentioning

confidence: 99%

See 3 more Smart Citations

Marketing messages for post-pandemic destination recovery- A Delphi study

Singh¹,

Nicely²,

Day³

et al. 2022

Journal of Destination Marketing & Management

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What is the best way to communicate with American outbound visitors as the travel recommences after the COVID-19 pandemic? This timely study aimed to find answers to this question faced by many destinations. To this end, ideas were sought from industry and academic experts on what message features may positively influence American visitors international travel intentions following the COVID-19 pandemic. Three rounds of conventional Delphi research delivered fifteen message features, eight of which attained panel consensus. These included COVID-related features such as safety , accurate pandemic information , a show of open outdoor spaces , and building visitor confidence along with destination-related features including positive destination attributes, authentic local experience, locals support , and reminder of joys of travel . Each message feature is discussed in detail with implications to the prescribed context.

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Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

See 2 more Smart Citations

Marketing messages for post-pandemic destination recovery- A Delphi study

Singh¹,

Nicely²,

Day³

et al. 2022

Journal of Destination Marketing & Management

View full text Add to dashboard Cite

show abstract

“…Bioclimatic impacts, tourism amenities and cost of SH must be considered to remodel adaptive strategies and behaviors (Hoogendoorn and Fitchett, 2018). Meanwhile, focus on nostalgia and restorative experience are suggested to be adopted for marketing strategies during and post-lockdown (Ketter and Avraham, 2021). Nevertheless, retentive advertising, discounting and flexible cancellation policies are found significant to increase domestic tourists' booking intention positively (Volgger et al, 2021).…”

Section: Sht: a Covenant Shade In Covid-19 Crisismentioning

confidence: 99%

Second Home Tourism: An Intercession for Rejuvenetion of Tourism Destination in Covid-19 Crisis

Munne¹,

HASAN²,

Bhowmik³

2021

GTG

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This study aims to demonstrate how hedonistic Second Home Tourism (SHT) trips and eudaimonic community participation will retrieve tourist flow and revive tourist destination from the COVID-19 crisis. Q methodology was followed to measure the subjectivity of scholars, researchers and practitioners of tourism industry for the appreciation of SHT in the crisis. Q Method Software was used to conduct factor analysis. The result of the study concludes that short haul mobility/trip within periphery and/or travel bubble accelerates the % change of international tourist arrivals. The study also implores that how future SHT trips will ensure community resilience through social intuition (cultural integrity and knowledge exchange) and financial retention through economic empathy (demand-supply balance and revenue generation).

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Now is the time: VFR travel desperately seeking respect

Zentveld

Labas

Edwards

et al. 2022

Journal of Tourism Research

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Visiting friends and relatives (VFR) is a significant form of travel in most countries. However, relatively little VFR research has been undertaken, and few destinations have developed dedicated VFR marketing campaigns. However, altered conditions have created a different environment. People unable to see friends and family due to lockdowns are focused on reconnecting. There has been a shift in economic conditions, travel opportunities, safety, and connections. This article presents three components: (a) the psychology of lockdowns in reducing social connections; (b) a content analysis on VFR travel; and (c) recommendations on capitalising on VFR travel.

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#StayHome today so we can #TravelTomorrow: tourism destinations’ digital marketing strategies during the Covid-19 pandemic

Cited by 133 publications

References 35 publications

Marketing messages for post-pandemic destination recovery- A Delphi study

Marketing messages for post-pandemic destination recovery- A Delphi study

Second Home Tourism: An Intercession for Rejuvenetion of Tourism Destination in Covid-19 Crisis

Now is the time: VFR travel desperately seeking respect

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