KIHÍVÁSOK A TURISZTIKAI KOMMUNIKÁCIÓBAN
CHALLENGES IN TOURISM COMMUNICATION

COMMUNICATION OF TOURISM SERVICES IN SZEKLERLAND DURING THE PANDEMIC

Author(s): Kinga Katalin Székely
Subject(s): Communication studies
Published by: Scientia Kiadó
Keywords: tourism services; Szeklerland; pandemic; Transylvanian tourism;
Summary/Abstract: Tourism is one of the economic sectors most affected by the pandemic. This is true also for the Romanian, Transylvanian tourism sector, most of its actors being unprepared for the lockdowns beginning in March 2020. The ensuing crisis required tourism businesses to adopt strategies for survival. This research focuses on the ways in which online communication practices of Transylvanian tourism businesses have been changed during the state of emergency and then after the easing of lockdown. During the analysis of online content and through interviews conducted with different actors from the tourism industry, I identified four behavioural models that characterized the communication and PR activities of the analysed subjects. The research was greatly aided by another similar research conducted one year before, which focused on the degree of digitalization of tourism services.

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