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Recovery of domestic tourism during the COVID-19 pandemic : An experimental comparison of interventions

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Volgger, Michael ; Taplin, Ross ; Aebli, Annika:
Recovery of domestic tourism during the COVID-19 pandemic : An experimental comparison of interventions.
In: Journal of hospitality and tourism management. 48 (2021). - S. 428-440.
ISSN 1447-6770

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Volltext Link zum Volltext (externe URL):
https://doi.org/10.1016/j.jhtm.2021.07.015

Kurzfassung/Abstract

During the persistent COVID-19 pandemic, tourism destinations try to restore intention to visit by implementing recovery marketing strategies on domestic tourism markets. Within a risk acceptance framework, this research compares the effectiveness of measures a destination can undertake to encourage domestic tourists to visit during or in the immediate aftermath of a lingering public health crisis. We conduct a sophisticated randomised experiment with 666 Australians that tests causal effects on intention to book of 11 manipulated factors, including different communication messages, hygiene measures, discount and cancellation policies and framework conditions. The factors were informed by theory and qualitative interviews conducted with industry experts and potential tourists. The study finds that the presence of international visitors and a surge in COVID-cases decrease domestic tourists’ booking intentions during the COVID-19 pandemic. Positive effects on booking intentions can be obtained from retentive advertising, discounting and flexible cancellation policies.

Weitere Angaben

Publikationsform:Artikel
Sprache des Eintrags:Englisch
Institutionen der Universität:Mathematisch-Geographische Fakultät > Geographie > Lehrstuhl Tourismus mit Zentrum für Entrepreneurship
Wirtschaftswissenschaftliche Fakultät > Betriebswirtschaftslehre > Lehrstuhl Tourismus mit Zentrum für Entrepreneurship
DOI / URN / ID:10.1016/j.jhtm.2021.07.015
Open Access: Freie Zugänglichkeit des Volltexts?:Nein
Peer-Review-Journal:Ja
Verlag:Australian Academic Press
Die Zeitschrift ist nachgewiesen in:
Titel an der KU entstanden:Ja
KU.edoc-ID:29457
Eingestellt am: 10. Jan 2022 15:53
Letzte Änderung: 13. Jan 2022 23:08
URL zu dieser Anzeige: https://edoc.ku.de/id/eprint/29457/
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