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Estratégias de marketing pós-crise: a recuperação de Portugal como destino turístico
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No ano de 2019, o setor do turismo estava a viver o seu “auge”. No início do ano de 2020, essa realidade alterou-se drasticamente com o surgimento dos primeiros casos de COVID-19, que rapidamente passaram a milhões de casos ativos em todo o mundo, obrigando os governos a decretar medidas de confinamento e restrições à circulação.
Como tal, o impedimento de circulação causou um forte impacto quer a nível social, quer a nível económico no setor do turismo. Para fazerem face à crise que se originou, as organizações foram obrigadas a criar estratégias, mais concretamente estratégias de marketing.
Analisando o questionário aplicado, conclui-se que as organizações investiram em marketing digital, quer durante a pandemia, quer no período pós-pandemia, mas também passaram a ter o cuidado de analisar o desempenho das estratégias que eram utilizadas, recorrendo a Key Performance Indicators (KPIs).
In the year 2019, the tourism sector was experiencing its 'peak.' However, at the beginning of 2020, this reality changed drastically with the emergence of the first cases of COVID-19, which quickly escalated to millions of active cases worldwide, forcing governments to declare a state of lockdown, in which the movement of individuals was restricted. As such, the restriction of movement had a strong impact both socially and economically on the tourism sector. To address the crisis that arose, organizations were forced to create strategies, more specifically marketing strategies. Analysis of the questionnaire responses indicates that organizations invested in digital marketing both during and after the pandemic and increasingly monitored the performance of their strategies using key performance indicators (KPIs).
In the year 2019, the tourism sector was experiencing its 'peak.' However, at the beginning of 2020, this reality changed drastically with the emergence of the first cases of COVID-19, which quickly escalated to millions of active cases worldwide, forcing governments to declare a state of lockdown, in which the movement of individuals was restricted. As such, the restriction of movement had a strong impact both socially and economically on the tourism sector. To address the crisis that arose, organizations were forced to create strategies, more specifically marketing strategies. Analysis of the questionnaire responses indicates that organizations invested in digital marketing both during and after the pandemic and increasingly monitored the performance of their strategies using key performance indicators (KPIs).
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Turismo KPIs Estratégias de marketing Pandemia Tourism KPIs Marketing strategies Pandemic