#StayHome today so we can #TravelTomorrow: tourism destinations’ digital marketing strategies during the Covid-19 pandemic

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.

KEYWORDS:

• Tourism crisis
• Covid-19
• pandemics
• image repair
• recovery marketing
• national tourism board
• tourism marketing

Disclosure statement

No potential conflict of interest was reported by the author(s).