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

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...

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Detalles Bibliográficos
Autores principales: Volgger, Michael, Taplin, Ross, Aebli, Annika
Formato: Online Artículo Texto
Lenguaje:English
Publicado: The Authors. Published by Elsevier Ltd. on behalf of CAUTHE - COUNCIL FOR AUSTRALASIAN TOURISM AND HOSPITALITY EDUCATION. 2021
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8423123/
http://dx.doi.org/10.1016/j.jhtm.2021.07.015
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author Volgger, Michael
Taplin, Ross
Aebli, Annika
author_facet Volgger, Michael
Taplin, Ross
Aebli, Annika
author_sort Volgger, Michael
collection PubMed
description 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.
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spelling pubmed-84231232021-09-08 Recovery of domestic tourism during the COVID-19 pandemic: An experimental comparison of interventions Volgger, Michael Taplin, Ross Aebli, Annika Journal of Hospitality and Tourism Management Article 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. The Authors. Published by Elsevier Ltd. on behalf of CAUTHE - COUNCIL FOR AUSTRALASIAN TOURISM AND HOSPITALITY EDUCATION. 2021-09 2021-07-30 /pmc/articles/PMC8423123/ http://dx.doi.org/10.1016/j.jhtm.2021.07.015 Text en © 2021 The Authors Since January 2020 Elsevier has created a COVID-19 resource centre with free information in English and Mandarin on the novel coronavirus COVID-19. The COVID-19 resource centre is hosted on Elsevier Connect, the company's public news and information website. Elsevier hereby grants permission to make all its COVID-19-related research that is available on the COVID-19 resource centre - including this research content - immediately available in PubMed Central and other publicly funded repositories, such as the WHO COVID database with rights for unrestricted research re-use and analyses in any form or by any means with acknowledgement of the original source. These permissions are granted for free by Elsevier for as long as the COVID-19 resource centre remains active.
spellingShingle Article
Volgger, Michael
Taplin, Ross
Aebli, Annika
Recovery of domestic tourism during the COVID-19 pandemic: An experimental comparison of interventions
title Recovery of domestic tourism during the COVID-19 pandemic: An experimental comparison of interventions
title_full Recovery of domestic tourism during the COVID-19 pandemic: An experimental comparison of interventions
title_fullStr Recovery of domestic tourism during the COVID-19 pandemic: An experimental comparison of interventions
title_full_unstemmed Recovery of domestic tourism during the COVID-19 pandemic: An experimental comparison of interventions
title_short Recovery of domestic tourism during the COVID-19 pandemic: An experimental comparison of interventions
title_sort recovery of domestic tourism during the covid-19 pandemic: an experimental comparison of interventions
topic Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8423123/
http://dx.doi.org/10.1016/j.jhtm.2021.07.015
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