The COVID-19 pandemic has entailed an unprecedented health crisis with significant economic impacts in many sectors worldwide. The tourism sector has been one of the most affected, with significant impacts on the number of cancelled reservations, a decrease in international travel and changes in consumption behaviour. This study aims to analyse the main changes in promotion and marketing in the tourism sector in Spain after the pandemic. To this end, a qualitative analysis was carried out via questionnaire-based interviews with 65 experts in the areas of marketing, consumer behaviour and tourism. The main findings show that online information sources gained weight over consulting friends and relatives, and a great advance in digitization is expected, where physical travel agencies will be displaced by online platforms, except for specialized and advisory services. Additionally, technologies such as virtual reality (VR) or artificial intelligence (AI) may play an increasingly important role in the medium term.

中文翻译：

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COVID-19大流行后消费方式的变化和游客的促销

COVID-19大流行带来了史无前例的健康危机，对全球许多部门产生了重大的经济影响。旅游业一直是受影响最严重的部门之一，对取消的预订数量，国际旅行的减少和消费行为的改变产生重大影响。这项研究旨在分析大流行之后西班牙旅游业促销和市场营销的主要变化。为此，通过对市场营销，消费者行为和旅游领域的65名专家进行了基于问卷调查的访谈，进行了定性分析。主要调查结果表明，在线信息资源比咨询亲朋好友更为重要，并且在数字化方面有望取得重大进展，届时实体旅行社将被在线平台所取代，专业和咨询服务除外。另外，诸如虚拟现实（VR）或人工智能（AI）之类的技术在中期可能会扮演越来越重要的角色。