THE IMPACT OF COVID-19 ON MARKETING OF ACCOMMODATION ESTABLISHMENTS
THE IMPACT OF COVID-19 ON MARKETING OF ACCOMMODATION ESTABLISHMENTS
Author(s): Lenka ŠvajdováSubject(s): Social Sciences, Economy, Communication studies, Marketing / Advertising
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: Accommodation Services; COVID-19; Marketing Strategy; Tourism;
Summary/Abstract: The submitted article deals with the impact of the contemporary phenomenon of the COVID-19 pandemic on the marketing management and decision-making of accommodation establishments, which have been and will be, in addition to the guide services, the most affected in the whole tourism sector. Restrictions imposed by government´s decisions and bans or significant restrictions on travelling have negatively affected the development of international as well as domestic tourism, in all of its forms on which accommodation facilities are completely dependent. Based on the analysis of secondary sources and managed interviews with the sales directors of selected hotels, the article aims to describe the approaches of various accommodation establishments from different regions of the Czech Republic to marketing management. The analysis and questions will cover changes in product and pricing policy and changes in relation to the target market segment. The results of the implemented analysis will be refined by interviews with managers of selected hotels and an evaluation of the provisional effectiveness of taken measures.
Journal: Marketing Identity
- Issue Year: 8/2020
- Issue No: 1
- Page Range: 585-591
- Page Count: 7
- Language: English