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167931

Exploring the Needed Marketing Content and Strategies to Combat the Negative Global Conditions and Promote Nation Branding for the Post COVID-19 Pandemic Period

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Last updated: 04 Jan 2025

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Abstract

The global outbreak of the COVID-19 pandemic impacted nations and enterprises in the tourism industry. This paper explored how nations can use nation branding during the COVID-19 pandemic to promote optimism in order to stimulate tourism when the peak of the crisis is over. The research pursued to answer the research question: what nation-branding strategies can be used to aid nations in promoting future tourism demand? The research conducted semi-structured interviews with 20 potential tourists from different nations until saturation level was met (people who enjoy to travel and seek to travel once the COVID-19 crisis passes). According to the interviews, nine main themes emerged: citizens are living, buying, and thinking differently; citizens are striving to adapt to a new normal; the COVID-19 pandemic reduced-contact channels to get goods/ services; the “endless layover" feeling is stirred by the COVID-19 pandemic; consumers want extra reassurance to resume traveling activities; citizens are waiting for indicators beyond lifted restrictions before regularly engaging in traveling to a specific destination; domestic tourism is expected in the coming period; hit the brakes on marketing and promote values of humanity; the virus changed the way people use the Internet, rising in-home media consumption. With these findings, this study provided recommended plans for nation branding to help take the necessary actions to ensure and prepare for the future recovery of the tourism market. Like this, this study contributed practically. In addition, this study developed empirical evidence that contributes knowledge, filling in the academic gap found in literature. Prior scholars and researchers had called for empirically-based papers that focus on the impacts of COVID-19 on markets, destinations, businesses, consumers, destination communities, transit zones and tourism transport (Hall and Cooper, 2020). 

DOI

10.21608/acj.2021.167931

Keywords

Consumer Behavior, Nation branding, social media, tourism marketing

Authors

First Name

Eman

Last Name

Negm

MiddleName

-

Affiliation

Associate professor, College of Management &Technology, Arab Academy for Science, Technology and Maritime Transport Alexandria Egypt

Email

eiman_medhat@yahoo.com

City

Alexandria

Orcid

-

First Name

Ahmed

Last Name

Elsamadicy

MiddleName

-

Affiliation

Associate Professor, College of Management & Technology, Arab Academy for Science, Technology and Maritime Transport

Email

asamadicy@aast.edu.eg

City

-

Orcid

-

Volume

58

Article Issue

2

Related Issue

24468

Issue Date

2021-03-01

Receive Date

2020-11-30

Publish Date

2021-03-01

Page Start

91

Page End

126

Print ISSN

2682-4183

Online ISSN

2682-4191

Article File

ACJ_Volume 58_Issue 2_Pages 91-126.pdf

PDF . 844.8kB

Link

https://acjalexu.journals.ekb.eg/article_167931.html

Detail API

https://acjalexu.journals.ekb.eg/service?article_code=167931

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4

Type

المقالة الأصلية

Type Code

759

Publication Type

Journal

Publication Title

مجلة جامعة الإسکندرية للعلوم الإدارية

Publication Link

https://acjalexu.journals.ekb.eg/

MainTitle

Exploring the Needed Marketing Content and Strategies to Combat the Negative Global Conditions and Promote Nation Branding for the Post COVID-19 Pandemic Period

Details

Type

Article

Created At

22 Jan 2023