Uticaj Covid-19 na hotelijerstvo i aviosaobraćaj - primjena kriznog komuniciranja i prilagodjene marketing strategije tokom pandemije

Abstract

The global pandemic COVID-19 has "stopped the world", and the tourism industry was hit by the brunt of the crisis. Airlines and hospitality industry, as the main "culprits" but also the victims, are suffering the enormous consequences of the pandemic. The course of their economic recovery is still very uncertain. Their economic perspective depends, among other things, on the crisis communication strategy they are pursuing, as well as crisis-adapted marketing strategies. The emphasis lies on utilizing all resources needed to restore confidence and increase demand for tourism facilities. All forms of communication have recently undergone a transformation, so previous marketing rules no longer apply in full. Messages we have up until now sent to customers must be eliminated. The crises communication rules have to be established and adhered to. Each phase of a crises implies specific communication rules. Therefore, companies which actively communicate with a broad spectrum of the public during the COVID-19 crisis, especially with their existing and potential clients, have a better chance of a faster economic recovery. Integrated marketing, designed exclusively in a digital format, represents a promising model of tourism recovery. This is particularly applicable for aviation and hospitality industry.