Use of Marketing Communication Tools in Tourism in Accommodation Facilities during the COVID-19 Pandemic

Marcel Lincényi; Ivana Bulanda

doi:10.29036/jots.v14i26.440

Authors

Marcel Lincényi Department of Marketing, Faculty of Entrepreneurship and Law, Pan-European University, Prague, Czech Republic https://orcid.org/0000-0002-9076-026X
Ivana Bulanda Department of Marketing, Faculty of Entrepreneurship and Law, Pan-European University, Prague, Czech Republic https://orcid.org/0000-0002-4633-3789

DOI:

https://doi.org/10.29036/jots.v14i26.440

Abstract

The spread of the infectious disease COVID-19 throughout the world in 2020 caused a global pandemic, which, with subsequent measures, seriously affected the global tourism industry. The main purpose of the research study was to identify and analyse the use of marketing communication tools in tourism in accommodation facilities in the Czech Republic during the COVID-19 pandemic. This paper adds to the existing literature by offering a better understanding of the link between the effectiveness of marketing communication tools within the marketing strategy and the financial losses of the hotel sector. As part of the research, a total of 140 controlled, structured interviews were conducted with managers of selected accommodation facilities, in which the scope and primary forms of use of marketing communication tools during the COVID-19 pandemic were investigated. Research objectives were verified through research questions and hypotheses. The main findings of the research revealed that more than half of the monitored accommodation establishments in the Czech Republic did not change their promotion strategy during the pandemic. In contrast, almost 13% of the accommodation establishments surveyed did not use any tools to communicate with the customer. The research also showed that marketing communication of accommodation facilities takes place mainly in the form of websites and social media, while the most effective communication is via social networks. Therefore, the authors recommend professional associations operating in tourism and hospitality focus their educational activities on the possibilities of using innovative marketing communication tools to communicate with customers. The research was carried out for the requirements and needs of society and practice in connection with the effects of the pandemic crisis so that it was possible to communicate more effectively with the customer segment in the tourism sector.

Downloads

Download data is not yet available.

Author Biographies

Marcel Lincényi, Department of Marketing, Faculty of Entrepreneurship and Law, Pan-European University, Prague, Czech Republic

Email: marcel.lincenyi@peuni.cz

He is an associate professor at the Department of Marketing at the Pan-European University. In his professional career, he has previously worked as a university teacher and public relations consultant. He focuses his scientific-research intention on research into the influence of media and marketing on society. Within the research topics, he deals with manipulating public opinion, current trends in marketing communication, political marketing, regional marketing, and media education. He also focuses on analyzing marketing communication management in public administration or in small and medium-sized enterprises.

Ivana Bulanda, Department of Marketing, Faculty of Entrepreneurship and Law, Pan-European University, Prague, Czech Republic

Email: ivana.bulanda@peuni.cz

She graduated in Mass Media Studies with a specialization in Marketing Communication and Advertising. She works as an assistant professor at the Department of Marketing at the Pan-European University. She deals with current topics and problems in marketing communication and mass media communication. She specializes in applying marketing communication tools concerning customer segments in their generation spectrum. She is the author and co-author of numerous domestic and foreign professional and scientific articles in journals, conference proceedings, or chapters of monographic publications. She has been involved in solving several national and transnational research projects.