Skoči na glavni sadržaj

Izvorni znanstveni članak

Challenges in Marketing Communications during the COVID-19 Pandemic: Insights from Tourism and Hospitality Managers

Maja Šerić orcid id ; Department of Marketing and Market Research, University of Valencia, Valencia, Spain
Maria Vernuccio ; Department of Management, Sapienza - University of Rome, Rome, Italy

Puni tekst: engleski pdf 186 Kb

str. 694-706

preuzimanja: 340



The purpose of this study is to explore how tourism and hospitality firms managed marketing communications (marcom) since the COVID-19 outbreak and to propose a conceptual framework on marcom challenges that the pandemic crisis has brought to the industry. In-depth interviews were conducted with tourism and hospitality managers in Croatia, a destination that registered remarkable tourism results in 2021. The proposed conceptual framework reflects the adaptation process and major changes in B2C (business-to-consumer) and B2B (business-to-business) communication since the COVID-19 outbreak on one hand and resulting strategic opportunities for marcom managers on the other, discussed in terms of practical implications. To the best of the authors’ knowledge, this is the first study that presents an integrative overview of major challenges in marketing communications in tourism and hospitality since the COVID-19 outbreak by examining managers’ viewpoints through in-depth interviews. The study not only proposes a conceptual framework for understanding changes and opportunities that emerged in a situation of a systematic health emergency but also provides meaningful guidelines and implications for the global tourism and hospitality industry, as managers from many countries have been facing similar difficulties and challenges during the pandemic.

Ključne riječi

marketing communications; crisis communication; conceptual framework; qualitative method; tourism and hospitality managers; COVID-19

Hrčak ID:



Datum izdavanja:


Posjeta: 852 *