Changes in Consumption Patterns and Tourist Promotion after the COVID-19 Pandemic
Abstract
:1. Introduction
2. Literature Review
2.1. Consumer Behaviour and Tourism Marketing during COVID-19
- Presentation and interaction: website, apps, blogs, podcasts.
- Communication: social networks, web series, online platforms.
- For sale: e-commerce, social networks, marketplaces, blockchains.
- Strategic: SEO (search engine optimization), SEM (search engine marketing), content marketing, attraction marketing.
- Analysis and measurement: data generation, big data, metrics, key performance indicators (KPIs), analytics, data services. Monitoring of the actions carried out and adoption of new KPIs. Using big data techniques and the use of chatbots, customers’ needs and decisions are analysed and future lines of action are redefined [36].
- The online service quality, such as the time of delivery;
- Attitude toward the use of online buying;
- Satisfaction with the online services;
- Ease of using the online platform.
2.2. Changes Detected in the Promotion of the Tourist Destination during COVID-19
- Introduce and adapt actionable and harmonized processes and procedures in line with public health evidence based risk assessment and full coordination with relevant public and private sector partners.
- Support companies in the implementation and training of their staff on the new protocols (financing and training).
- Enhance the use of technology for safe, seamless and touchless travel in your destination. A critical element in the reorganisation of the industry will involve the increased incorporation of automation technologies [57].
- Provide reliable, consistent and easy to access information on protocols to the private sector and to travellers (send SMS—short messages service—to tourists to inform them of national and local heath protocols and relevant health contacts).
- Create programs and campaigns to incentivise the domestic market in cooperation with the private sector (incentive schemes, possible revision of holiday dates, transport facilities, vouchers, etc.) and integrate destinations.
- Promote new products and experiences targeted at individual and small groups of travellers, such as: special interest, nature, rural tourism, gastronomy and wine, sports, etc. [58].
- Consider the data privacy policies when there is a proposal of developing tracing apps. The WHO (World Health Organization) will develop guidance on the use of digital technologies for contact tracing?
- Ensure coordination among tourism, health and transport policies.
- Define roles and responsibilities for governments, private sector and travellers.
2.3. Digital Marketing as a Business Support Tool during the Pandemic
3. Materials and Methods
3.1. Sample
3.2. Data Collection
- Section I:
- ⚬
- Sources of information and communication channels
- ⚬
- Online shopping experience
- ⚬
- Role of new technologies
- Section II:
- ⚬
- Changes in marketing
- ⚬
- Changes in the promotion
- Have there been changes in tourism marketing after the pandemic? Which ones?
- Have there been changes in tourism promotion after the pandemic? Which ones?
3.3. Data Analysis
4. Results
4.1. Sources of Information, Communication Channels and New Technologies
4.2. Expected Changes in Tourism Marketing
- Flexibility and transparency in trade policies were a requirement during the pandemic. The client will hardly understand a reversal in this regard.
- A greater prominence—more power—is expected from the final tourist as opposed to the current prominence of the intermediaries.
- Increased traveller attention to safe destinations.
- Increased importance of the experience attribute and emotions.
- Increased exchange of information between consumers (P2P—peer to per—networks).
- Increased awareness of environmental sustainability and landscape and heritage preservation.
4.3. Expected Changes in Destination Promotion
- For a long period, we will have important quotas of local demand that will determine the promotion of the tourist destination.
- We will see a shift from traditional to digital media budgets. This means a change in promotion strategies, from the traditional tourist fairs or general advertising campaigns towards digital and defined strategies. Online commercial communication will increase in all segments. Traditional commercial communication may continue to be used in mature segments.
- In a scenario of increased competition to capture the attention of markets, apparently opposing strategies can coexist, that is, personalized promotions aimed at small niches with the use of mass media, online and offline. In this sense, “the organization of singular events that stimulate the involvement of the consumer or potential visitor can be interesting for the future” (participant 56).
- Greater transversality will be perceived through the incorporation of “non-tourist” agents and elements, indispensable for the increased demand from tourists.
5. Discussion and Conclusions
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Conflicts of Interest
References
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Element | Action |
---|---|
Hardware | Nearly 90% of consumer transactions start and end on an electronic device, primarily mobile devices such as tablets and smartphones. |
Content marketing | The information provided by the website and/or social networks must be real and in line with what is offered, so it will be possible to ensure the return of customers (customer loyalty). |
Organic search | Customer use of search engines. It is necessary to achieve high visibility and traffic on the website, attract and persuade customers. |
E-mail marketing | An appropriate e-mail campaign allows you to close a deal with a potential customer, for this it is necessary to have content that can convince the customer. |
Social media marketing | The first step of the contact with the customer lies in the social networks, in this step an interaction between the brand and the user is established. |
Web development | The website presents the business and must detail everything it offers because on social networks only the ad is shown. |
Corporate image | This point is essential for the business as it allows the establishment of an identity and recognition among users. |
Positioning in Google | A ranking within the search engines will not only give visibility to the brand, it will also give confidence and security. |
SEO (Search Engine Optimization) | Through organic growth, it aims to improve the position of a website in search engine results for specific search terms that relate directly to the business. |
SEM (Search Engine Marketing) | In this case it improves the position of the website through paid advertising. It allows the site to be shown in the first positions when the user searches for a specific item. |
Advertising campaigns | The medium and mode of dissemination are decisive to reach potential customers, and it is possible to know the customers’ tastes thanks to the data shared by users and reactions to the published content. |
Participants | Sample |
---|---|
University and Technology Centres | 25 |
Business consultancy | 11 |
Restaurant business | 12 |
Rural tourism | 5 |
Tourist accommodation | 7 |
Winery-Enotourism | 4 |
Media | 1 |
Total | 65 |
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Toubes, D.R.; Araújo Vila, N.; Fraiz Brea, J.A. Changes in Consumption Patterns and Tourist Promotion after the COVID-19 Pandemic. J. Theor. Appl. Electron. Commer. Res. 2021, 16, 1332-1352. https://doi.org/10.3390/jtaer16050075
Toubes DR, Araújo Vila N, Fraiz Brea JA. Changes in Consumption Patterns and Tourist Promotion after the COVID-19 Pandemic. Journal of Theoretical and Applied Electronic Commerce Research. 2021; 16(5):1332-1352. https://doi.org/10.3390/jtaer16050075
Chicago/Turabian StyleToubes, Diego R., Noelia Araújo Vila, and Jose A. Fraiz Brea. 2021. "Changes in Consumption Patterns and Tourist Promotion after the COVID-19 Pandemic" Journal of Theoretical and Applied Electronic Commerce Research 16, no. 5: 1332-1352. https://doi.org/10.3390/jtaer16050075