A Strategy for Tourism Growth, Rebound, and Revival: Promoting Portugal as a Destination Post-COVID-19

The COVID-19 pandemic has had a significant impact around the world on health, economies, businesses, equality and the movement of people in the form of tourism. In this context, this paper looks at the strategy chosen by Turismo de Portugal to adapt to the crisis in a country where tourism plays an...

Descripción completa

Guardado en:

Detalles Bibliográficos
Autores principales:	Catherine McTeigue, Claudia Sanchez, Edson Santos, Cicero Eduardo Walter, Manuel Au-Yong-Oliveira
Formato:	article
Lenguaje:	EN
Publicado:	MDPI AG 2021
Materias:	Portugal tourism COVID-19 crisis consumer decisions digital marketing Environmental effects of industries and plants TD194-195 Renewable energy sources TJ807-830 Environmental sciences GE1-350
Acceso en línea:	https://doaj.org/article/f96e284e63f443bab0137cdc9dc7b38a
Etiquetas:	Agregar Etiqueta Sin Etiquetas, Sea el primero en etiquetar este registro!

id	oai:doaj.org-article:f96e284e63f443bab0137cdc9dc7b38a
record_format	dspace
spelling	oai:doaj.org-article:f96e284e63f443bab0137cdc9dc7b38a2021-11-25T19:02:23ZA Strategy for Tourism Growth, Rebound, and Revival: Promoting Portugal as a Destination Post-COVID-1910.3390/su1322125882071-1050https://doaj.org/article/f96e284e63f443bab0137cdc9dc7b38a2021-11-01T00:00:00Zhttps://www.mdpi.com/2071-1050/13/22/12588https://doaj.org/toc/2071-1050The COVID-19 pandemic has had a significant impact around the world on health, economies, businesses, equality and the movement of people in the form of tourism. In this context, this paper looks at the strategy chosen by Turismo de Portugal to adapt to the crisis in a country where tourism plays an important role in supporting the local economy, having grown significantly since 2010. The chosen strategy encouraged tourists not to visit Portugal during the pandemic, a turnaround from their previous digital marketing strategy, which invited tourists to discover the country. We undertook a survey that had 170 answers, predominantly from Ecuador, Mexico, the United Kingdom and Portugal but also from several other countries in Europe and Latin America. We aimed to understand whether their strategy was successful in encouraging people to consider Portugal as a holiday destination post-COVID-19. The Can’t Skip Hope campaign was created in a work-from-home environment, with the voiceover recorded on a smartphone. Previously recorded footage was re-edited. Our survey found that respondents said the video matched their views of Portugal and that 79.5% would consider Portugal as a holiday destination when they next booked a holiday. In terms of inferential statistics, we performed chi-square tests of significance on the survey data. Thus, this paper contributes to the body of work because it offers insight into marketing strategy adaptation by a local tourist board during a period of crisis.Catherine McTeigueClaudia SanchezEdson SantosCicero Eduardo WalterManuel Au-Yong-OliveiraMDPI AGarticlePortugaltourismCOVID-19crisisconsumer decisionsdigital marketingEnvironmental effects of industries and plantsTD194-195Renewable energy sourcesTJ807-830Environmental sciencesGE1-350ENSustainability, Vol 13, Iss 12588, p 12588 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	Portugal tourism COVID-19 crisis consumer decisions digital marketing Environmental effects of industries and plants TD194-195 Renewable energy sources TJ807-830 Environmental sciences GE1-350
spellingShingle	Portugal tourism COVID-19 crisis consumer decisions digital marketing Environmental effects of industries and plants TD194-195 Renewable energy sources TJ807-830 Environmental sciences GE1-350 Catherine McTeigue Claudia Sanchez Edson Santos Cicero Eduardo Walter Manuel Au-Yong-Oliveira A Strategy for Tourism Growth, Rebound, and Revival: Promoting Portugal as a Destination Post-COVID-19
description	The COVID-19 pandemic has had a significant impact around the world on health, economies, businesses, equality and the movement of people in the form of tourism. In this context, this paper looks at the strategy chosen by Turismo de Portugal to adapt to the crisis in a country where tourism plays an important role in supporting the local economy, having grown significantly since 2010. The chosen strategy encouraged tourists not to visit Portugal during the pandemic, a turnaround from their previous digital marketing strategy, which invited tourists to discover the country. We undertook a survey that had 170 answers, predominantly from Ecuador, Mexico, the United Kingdom and Portugal but also from several other countries in Europe and Latin America. We aimed to understand whether their strategy was successful in encouraging people to consider Portugal as a holiday destination post-COVID-19. The Can’t Skip Hope campaign was created in a work-from-home environment, with the voiceover recorded on a smartphone. Previously recorded footage was re-edited. Our survey found that respondents said the video matched their views of Portugal and that 79.5% would consider Portugal as a holiday destination when they next booked a holiday. In terms of inferential statistics, we performed chi-square tests of significance on the survey data. Thus, this paper contributes to the body of work because it offers insight into marketing strategy adaptation by a local tourist board during a period of crisis.
format	article
author	Catherine McTeigue Claudia Sanchez Edson Santos Cicero Eduardo Walter Manuel Au-Yong-Oliveira
author_facet	Catherine McTeigue Claudia Sanchez Edson Santos Cicero Eduardo Walter Manuel Au-Yong-Oliveira
author_sort	Catherine McTeigue
title	A Strategy for Tourism Growth, Rebound, and Revival: Promoting Portugal as a Destination Post-COVID-19
title_short	A Strategy for Tourism Growth, Rebound, and Revival: Promoting Portugal as a Destination Post-COVID-19
title_full	A Strategy for Tourism Growth, Rebound, and Revival: Promoting Portugal as a Destination Post-COVID-19
title_fullStr	A Strategy for Tourism Growth, Rebound, and Revival: Promoting Portugal as a Destination Post-COVID-19
title_full_unstemmed	A Strategy for Tourism Growth, Rebound, and Revival: Promoting Portugal as a Destination Post-COVID-19
title_sort	strategy for tourism growth, rebound, and revival: promoting portugal as a destination post-covid-19
publisher	MDPI AG
publishDate	2021
url	https://doaj.org/article/f96e284e63f443bab0137cdc9dc7b38a
work_keys_str_mv	AT catherinemcteigue astrategyfortourismgrowthreboundandrevivalpromotingportugalasadestinationpostcovid19 AT claudiasanchez astrategyfortourismgrowthreboundandrevivalpromotingportugalasadestinationpostcovid19 AT edsonsantos astrategyfortourismgrowthreboundandrevivalpromotingportugalasadestinationpostcovid19 AT ciceroeduardowalter astrategyfortourismgrowthreboundandrevivalpromotingportugalasadestinationpostcovid19 AT manuelauyongoliveira astrategyfortourismgrowthreboundandrevivalpromotingportugalasadestinationpostcovid19 AT catherinemcteigue strategyfortourismgrowthreboundandrevivalpromotingportugalasadestinationpostcovid19 AT claudiasanchez strategyfortourismgrowthreboundandrevivalpromotingportugalasadestinationpostcovid19 AT edsonsantos strategyfortourismgrowthreboundandrevivalpromotingportugalasadestinationpostcovid19 AT ciceroeduardowalter strategyfortourismgrowthreboundandrevivalpromotingportugalasadestinationpostcovid19 AT manuelauyongoliveira strategyfortourismgrowthreboundandrevivalpromotingportugalasadestinationpostcovid19
_version_	1718410440888811520

A Strategy for Tourism Growth, Rebound, and Revival: Promoting Portugal as a Destination Post-COVID-19

Ejemplares similares