The Marketing Strategy for Tourism Industry Post Covid-19 Pandemic

Abstract

Tourism is one of the most affected business sectors due to the Covid-19 pandemic. This resulted in a decrease in the number of tourists visiting destinations. The current study aims to describe the impact of Covid-19 on tourism sector and formulate marketing strategies for developing tourism, specifically post-Covid-19 pandemic. A qualitative research approach was used in this study by employing SWOT analysis to formulate marketing strategies for tourism service providers. The proposed marketing strategies are: (1) Implementing CHSE principle (Cleanliness, Healthy, Safety, Environment Friendly), (2) Targeting market on local, regional, and domestic tourists, (3) Segmenting market on individual tourist, (4) Green marketing, (5) Packaging of tourist destinations, (6) Digital marketing, and (7) Re-positioning. Theoretical and managerial implications of this study are offered.

Editorial

“…The key behind the success of any organization and business is the successful implementation of marketing strategies (Wahyuningsih et al, 2022). Tourism marketing strategies were revamped to adjust to the new normal and the new tourists.…”

“…The customized marketing is required to meet the requirements of new tourists. Many marketing strategies have been proposed, such as implementing healthy, safe and environmentally friendly principles focusing on domestic tourists, market segmentation targeting individual tourists, digital marketing, re-positioning and green marketing (Wahyuningsih et al, 2022). Sustainability had gained the limelight as it was considered a significant aspect of working towards industrial resilience in the post-pandemic period.…”

“…During the high tide of the pandemic, the MICE industry pivoted their path and reinvented itself with a new technological dimension (Gill, 2022). The revamped MICE industry focused on creating a strong relationship between various allied businesses, organizations and industries (Wahyuningsih et al, 2022).…”