The Marketing Strategy for Tourism Industry Post Covid-19 Pandemic

DOI

10.2991/assehr.k.220707.001How to use a DOI?

Keywords

Tourism; Marketing; Strategy; Covid-19

Abstract

Tourism is one of the most affected business sectors due to the Covid-19 pandemic. This resulted in a decrease in the number of tourists visiting destinations. The current study aims to describe the impact of Covid-19 on tourism sector and formulate marketing strategies for developing tourism, specifically post-Covid-19 pandemic. A qualitative research approach was used in this study by employing SWOT analysis to formulate marketing strategies for tourism service providers. The proposed marketing strategies are: (1) Implementing CHSE principle (Cleanliness, Healthy, Safety, Environment Friendly), (2) Targeting market on local, regional, and domestic tourists, (3) Segmenting market on individual tourist, (4) Green marketing, (5) Packaging of tourist destinations, (6) Digital marketing, and (7) Re-positioning. Theoretical and managerial implications of this study are offered.

Copyright

© 2022 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Wahyuningsih Wahyuningsih
AU  - Suparman Suparman
AU  - Syamsul Bachri
AU  - Muzakir Muzakir
PY  - 2022
DA  - 2022/07/18
TI  - The Marketing Strategy for Tourism Industry Post Covid-19 Pandemic
BT  - Proceedings of the 2021 Tadulako’s International Conference on Social Sciences (TICoSS 2021)
PB  - Atlantis Press
SP  - 1
EP  - 4
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220707.001
DO  - 10.2991/assehr.k.220707.001
ID  - Wahyuningsih2022
ER  -