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, cilt.61, sa.5, ss.981-989, 2022 (SSCI) identifier identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 61 Sayı: 5
  • Basım Tarihi: 2022
  • Doi Numarası: 10.1177/00472875211018502
  • Dergi Adı: Journal of Travel Research
  • Derginin Tarandığı İndeksler: 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
  • Sayfa Sayıları: ss.981-989
  • Anahtar Kelimeler: crisis management, coronavirus, COVID-19, pandemic, Plog, psychographics
  • TED Üniversitesi Adresli: Hayır

Özet

© 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.