ABSTRACT

Despite the global closure during the Covid-19 pandemic in March-May 2020, destinations continued to market themselves. Focusing on digital marketing used during the pandemic, the current study examines which digital marketing strategies were used by NTBs during this tourism crisis. The research method of qualitative content analyses was employed, analyzing digital ads and videos launched between March and July 2020 on official YouTube channels of the world’s top 40 most-visited countries. The research findings offer a new typology which includes six marketing strategies that can serve scholars and practitioners in the research and mitigation of future crises caused by pandemics.

摘要

尽管在 2020 年 3 月至 5 月的 Covid-19 大流行期间全球关闭，但目的地继续推销自己。当前的研究重点关注大流行期间使用的数字营销，研究了 NTB 在这次旅游危机期间使用了哪些数字营销策略。采用定性内容分析的研究方法，分析了 2020 年 3 月至 7 月在全球前 40 个访问量最大的国家/地区的官方 YouTube 频道上推出的数字广告和视频。研究结果提供了一种新的类型学，其中包括六种营销策略，可以为学者和从业者研究和缓解由流行病引起的未来危机提供服务。