{"title":"旅游业与新冠肺炎：社会和横向营销对救援","authors":"Konstantina Zerva","doi":"10.33115/UDG_BIB/CP.V9I19.22532","DOIUrl":null,"url":null,"abstract":"The beginning of 2020 has been marked by the COVID-19 pandemic and its socio-economical effect at a global scale. One of the most negatively influenced sectors is tourism since in a time of limited mobility and lock downs, seems unable to continue producing and offering most of its products and services. Traditional marketing is put aside by the need of two particular types of marketing, that is, social marketing and lateral marketing, which call for the behavioral change of the consumer side, and the creative reaction of the production side, respectively. This essay tries to highlight the importance of these strategies in times of crisis","PeriodicalId":44378,"journal":{"name":"Communicatio-South African Journal for Communication Theory and Research","volume":null,"pages":null},"PeriodicalIF":0.5000,"publicationDate":"2020-12-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":"{\"title\":\"Tourism and COVID-19: Social and Lateral marketing to the rescue\",\"authors\":\"Konstantina Zerva\",\"doi\":\"10.33115/UDG_BIB/CP.V9I19.22532\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"The beginning of 2020 has been marked by the COVID-19 pandemic and its socio-economical effect at a global scale. One of the most negatively influenced sectors is tourism since in a time of limited mobility and lock downs, seems unable to continue producing and offering most of its products and services. Traditional marketing is put aside by the need of two particular types of marketing, that is, social marketing and lateral marketing, which call for the behavioral change of the consumer side, and the creative reaction of the production side, respectively. This essay tries to highlight the importance of these strategies in times of crisis\",\"PeriodicalId\":44378,\"journal\":{\"name\":\"Communicatio-South African Journal for Communication Theory and Research\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":0.5000,\"publicationDate\":\"2020-12-18\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"1\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Communicatio-South African Journal for Communication Theory and Research\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.33115/UDG_BIB/CP.V9I19.22532\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q4\",\"JCRName\":\"COMMUNICATION\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Communicatio-South African Journal for Communication Theory and Research","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.33115/UDG_BIB/CP.V9I19.22532","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"COMMUNICATION","Score":null,"Total":0}
Tourism and COVID-19: Social and Lateral marketing to the rescue
The beginning of 2020 has been marked by the COVID-19 pandemic and its socio-economical effect at a global scale. One of the most negatively influenced sectors is tourism since in a time of limited mobility and lock downs, seems unable to continue producing and offering most of its products and services. Traditional marketing is put aside by the need of two particular types of marketing, that is, social marketing and lateral marketing, which call for the behavioral change of the consumer side, and the creative reaction of the production side, respectively. This essay tries to highlight the importance of these strategies in times of crisis
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