旅游业与新冠肺炎：社会和横向营销对救援

IF 0.5 Q4 COMMUNICATION

Communicatio-South African Journal for Communication Theory and Research Pub Date : 2020-12-18 DOI:10.33115/UDG_BIB/CP.V9I19.22532

Konstantina Zerva

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引用次数: 1

摘要

2020年初，新冠肺炎大流行及其在全球范围内的社会经济影响标志着这一点。旅游业是受负面影响最大的行业之一，因为在流动性有限和封锁的时代，它似乎无法继续生产和提供大部分产品和服务。传统营销被两种特殊类型的营销所抛弃，即社会营销和横向营销，这两种营销分别需要消费者的行为改变和生产方的创造性反应。本文试图强调这些策略在危机时期的重要性

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Tourism and COVID-19: Social and Lateral marketing to the rescue

The beginning of 2020 has been marked by the COVID-19 pandemic and its socio-economical effect at a global scale. One of the most negatively influenced sectors is tourism since in a time of limited mobility and lock downs, seems unable to continue producing and offering most of its products and services. Traditional marketing is put aside by the need of two particular types of marketing, that is, social marketing and lateral marketing, which call for the behavioral change of the consumer side, and the creative reaction of the production side, respectively. This essay tries to highlight the importance of these strategies in times of crisis

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来源期刊

Communicatio-South African Journal for Communication Theory and Research COMMUNICATION-

CiteScore

1.50

自引率

0.00%

发文量