Who Should You Market to in a Crisis? Examining Plog’s Model during the COVID-19 Pandemic

Litvin S. W., Guttentag D., Smith W. W.

Journal of Travel Research, vol.61, no.5, pp.981-989, 2022 (SSCI) identifier identifier

  • Publication Type: Article / Article
  • Volume: 61 Issue: 5
  • Publication Date: 2022
  • Doi Number: 10.1177/00472875211018502
  • Journal Name: Journal of Travel Research
  • Journal Indexes: Social Sciences Citation Index (SSCI), Scopus, Academic Search Premier, ABI/INFORM, Aerospace Database, Business Source Elite, Business Source Premier, CAB Abstracts, Communication Abstracts, Geobase, Hospitality & Tourism Complete, Metadex, Psycinfo, Civil Engineering Abstracts
  • Page Numbers: pp.981-989
  • Keywords: crisis management, coronavirus, COVID-19, pandemic, Plog, psychographics
  • TED University Affiliated: No

Abstract

© The Author(s) 2021.The COVID-19 pandemic has presented many challenges to destinations. Even those with thoughtful and comprehensive crisis management plans likely have struggled to navigate this difficult period. This research, based upon an application of Plog’s Model of Allocentricity and Psychocentricity and utilizing data collected during the early stages of the pandemic, provides insight regarding consumer attitudes toward vacation and VFR travel from early in the pandemic when no end to the crisis was in sight. The research provides strategic guidance to tourism marketers as they look for solutions during future challenging times.