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

Eran Ketter, Eli Avraham

Research output: Contribution to journalArticlepeer-review

Abstract

Despite the global closure during the Covid-19 pandemic in March-May 2020, destinations continued to market themselves. Focusing on digital marketing used during the pandemic, the current study examines which digital marketing strategies were used by NTBs during this tourism crisis. The research method of qualitative content analyses was employed, analyzing digital ads and videos launched between March and July 2020 on official YouTube channels of the world’s top 40 most-visited countries. The research findings offer a new typology which includes six marketing strategies that can serve scholars and practitioners in the research and mitigation of future crises caused by pandemics.

Original languageAmerican English
Pages (from-to)819-832
Number of pages14
JournalJournal of Travel and Tourism Marketing
Volume38
Issue number8
DOIs
StatePublished - 2021

Keywords

  • Covid-19
  • Tourism crisis
  • image repair
  • national tourism board
  • pandemics
  • recovery marketing
  • tourism marketing

All Science Journal Classification (ASJC) codes

  • Marketing
  • Tourism, Leisure and Hospitality Management

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