The impact of the COVID-19 pandemic on tourist accommodation’s internal marketing strategies

Silva, Susana; Fonsecas, Inês; Ribeiro, Joaquim; Azevedo Pataco, Teresa Alexandra

http://hdl.handle.net/10400.22/30536

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Authors

Silva, Susana

Fonsecas, Inês

Ribeiro, Joaquim

Azevedo Pataco, Teresa Alexandra

Abstract(s)

With the outbreak of the pandemic associated with the new coronavirus (COVID-19), the hospitality sector faced unprecedented obstacles, given that it was one of the most affected by this health crisis. In this context, the objective of this article is to understand the main changes made to the internal marketing strategies in hotels because of the pandemic. More specifically, to understand the importance of internal marketing for hotels, to understand marketing strategies prevailing in hotels while facing the challenges of the COVID-19 pandemic, and to understand the responsiveness of the internal marketing strategies used in tourist lodgings to such a difficult situation. In order to do this, a study was conducted using a qualitative methodology, and the results indicated that internal marketing is crucial to the success of tourist lodgings, particularly when it comes to overcoming the difficulties brought on by the COVID-19 pandemic.