Use of Marketing Communication Tools in Tourism in Accommodation Facilities during the COVID-19 Pandemic

IF 3.1 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM

Journal of Tourism and Services Pub Date : 2023-06-29 DOI:10.29036/jots.v14i26.440

Marcel Lincényi, Ivana Bulanda

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引用次数: 0

Abstract

The spread of the infectious disease COVID-19 throughout the world in 2020 caused a global pandemic, which, with subsequent measures, seriously affected the global tourism industry. The main purpose of the research study was to identify and analyse the use of marketing communication tools in tourism in accommodation facilities in the Czech Republic during the COVID-19 pandemic. This paper adds to the existing literature by offering a better understanding of the link between the effectiveness of marketing communication tools within the marketing strategy and the financial losses of the hotel sector. As part of the research, a total of 140 controlled, structured interviews were conducted with managers of selected accommodation facilities, in which the scope and primary forms of use of marketing communication tools during the COVID-19 pandemic were investigated. Research objectives were verified through research questions and hypotheses. The main findings of the research revealed that more than half of the monitored accommodation establishments in the Czech Republic did not change their promotion strategy during the pandemic. In contrast, almost 13% of the accommodation establishments surveyed did not use any tools to communicate with the customer. The research also showed that marketing communication of accommodation facilities takes place mainly in the form of websites and social media, while the most effective communication is via social networks. Therefore, the authors recommend professional associations operating in tourism and hospitality focus their educational activities on the possibilities of using innovative marketing communication tools to communicate with customers. The research was carried out for the requirements and needs of society and practice in connection with the effects of the pandemic crisis so that it was possible to communicate more effectively with the customer segment in the tourism sector.

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新冠肺炎大流行期间住宿设施旅游营销传播工具的使用

2020年，传染病新冠肺炎在世界各地的传播导致了全球大流行，随后采取的措施严重影响了全球旅游业。研究的主要目的是确定和分析新冠肺炎大流行期间捷克共和国住宿设施在旅游业中使用营销传播工具的情况。本文通过更好地理解营销策略中营销沟通工具的有效性与酒店业的财务损失之间的联系，对现有文献进行了补充。作为研究的一部分，共对选定住宿设施的管理人员进行了140次受控的结构化访谈，调查了新冠肺炎大流行期间营销传播工具的使用范围和主要形式。通过研究问题和假设验证了研究目标。研究的主要结果显示，捷克共和国超过一半的受监测住宿机构在疫情期间没有改变其推广策略。相比之下，近13%的受访住宿机构没有使用任何工具与客户沟通。研究还表明，住宿设施的营销传播主要以网站和社交媒体的形式进行，而最有效的传播是通过社交网络。因此，作者建议旅游和酒店业的专业协会将其教育活动重点放在使用创新营销传播工具与客户沟通的可能性上。这项研究是针对与疫情危机影响相关的社会和实践的要求和需求进行的，以便能够更有效地与旅游业的客户群体进行沟通。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Tourism and Services HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

7.80

自引率

16.70%

发文量

期刊介绍： Journal of Tourism and Services, established in September 2010, is the international reviewed scientific research journal published by the Center for International Scientific Research of VŠO and VŠPP in cooperation with the following partners. The journal publishes high-quality scientific papers and essays with a focus on tourism and service industry development. Together with the scientific part and in order to promote the exchange of current and innovative ideas and stimulating debate, the Journal also includes Reviews of Existing Work or Short Essays, Research Notes, and Research and Industry sections to address important topics and advance theoretical knowledge or thinking about key areas of tourism and services and to allow researchers to present initial findings and reflections or problems concerning fieldwork and research in general.