IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v13y2021i22p12588-d679444.html
   My bibliography  Save this article

A Strategy for Tourism Growth, Rebound, and Revival: Promoting Portugal as a Destination Post-COVID-19

Author

Listed:
  • Catherine McTeigue

    (DEGEIT, University of Aveiro, 3810-193 Aveiro, Portugal)

  • Claudia Sanchez

    (DLC, University of Aveiro, 3810-193 Aveiro, Portugal)

  • Edson Santos

    (DETI, University of Aveiro, 3810-193 Aveiro, Portugal)

  • Cicero Eduardo Walter

    (DEGEIT, University of Aveiro, 3810-193 Aveiro, Portugal
    Federal Institute of Education, Science and Technology of Piauí, Teresina 64000-040, Brazil
    GOVCOPP, 3810-193 Aveiro, Portugal)

  • Manuel Au-Yong-Oliveira

    (DEGEIT, University of Aveiro, 3810-193 Aveiro, Portugal
    GOVCOPP, 3810-193 Aveiro, Portugal
    INESC TEC—Institute for Systems and Computer Engineering, Technology and Science, 4200-465 Porto, Portugal)

Abstract

The COVID-19 pandemic has had a significant impact around the world on health, economies, businesses, equality and the movement of people in the form of tourism. In this context, this paper looks at the strategy chosen by Turismo de Portugal to adapt to the crisis in a country where tourism plays an important role in supporting the local economy, having grown significantly since 2010. The chosen strategy encouraged tourists not to visit Portugal during the pandemic, a turnaround from their previous digital marketing strategy, which invited tourists to discover the country. We undertook a survey that had 170 answers, predominantly from Ecuador, Mexico, the United Kingdom and Portugal but also from several other countries in Europe and Latin America. We aimed to understand whether their strategy was successful in encouraging people to consider Portugal as a holiday destination post-COVID-19. The Can’t Skip Hope campaign was created in a work-from-home environment, with the voiceover recorded on a smartphone. Previously recorded footage was re-edited. Our survey found that respondents said the video matched their views of Portugal and that 79.5% would consider Portugal as a holiday destination when they next booked a holiday. In terms of inferential statistics, we performed chi-square tests of significance on the survey data. Thus, this paper contributes to the body of work because it offers insight into marketing strategy adaptation by a local tourist board during a period of crisis.

Suggested Citation

  • Catherine McTeigue & Claudia Sanchez & Edson Santos & Cicero Eduardo Walter & Manuel Au-Yong-Oliveira, 2021. "A Strategy for Tourism Growth, Rebound, and Revival: Promoting Portugal as a Destination Post-COVID-19," Sustainability, MDPI, vol. 13(22), pages 1-19, November.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:22:p:12588-:d:679444
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/13/22/12588/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/13/22/12588/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Charles Baubion, 2013. "OECD Risk Management: Strategic Crisis Management," OECD Working Papers on Public Governance 23, OECD Publishing.
    2. Bleoju, Gianita & Capatina, Alexandru & Rancati, Elisa & Lesca, Nicolas, 2016. "Exploring organizational propensity toward inbound–outbound marketing techniques adoption: The case of pure players and click and mortar companies," Journal of Business Research, Elsevier, vol. 69(11), pages 5524-5528.
    3. Kim, Jae-Eun & Lloyd, Stephen & Cervellon, Marie-Cécile, 2016. "Narrative-transportation storylines in luxury brand advertising: Motivating consumer engagement," Journal of Business Research, Elsevier, vol. 69(1), pages 304-313.
    4. Moscardo, Gianna, 2020. "Stories and design in tourism," Annals of Tourism Research, Elsevier, vol. 83(C).
    5. Pera, Rebecca & Viglia, Giampaolo & Furlan, Roberto, 2016. "Who Am I? How Compelling Self-storytelling Builds Digital Personal Reputation," Journal of Interactive Marketing, Elsevier, vol. 35(C), pages 44-55.
    6. Gianita Bleoju & Alexandru Capatina & Elisa Rancati & Nicolas Lesca, 2016. "Exploring organizational propensity toward inbound–outbound marketing techniques adoption: The case of pure players and click and mortar companies," Post-Print hal-02014225, HAL.
    7. Gianita Bleoju & Alexandru Capatina & Elisa Rancati & Nicolas Lesca, 2016. "Exploring organizational propensity toward inbound- outbound marketing techniques adoption: the case of pure players and click and mortar companies," Post-Print hal-02047795, HAL.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Teresa Costa & Maria de Lurdes Calisto & Sandra Nunes & Margarida Dias, 2023. "A Literature Review on Networks and Sustainable Development in Sea Tourism Entrepreneurship," Sustainability, MDPI, vol. 15(3), pages 1-14, January.
    2. Maria de Fátima Brilhante & Maria Luísa Rocha, 2022. "COVID-19 Impact on the Tourism Accommodation and Restaurant Sectors of São Miguel (Azores)," Sustainability, MDPI, vol. 15(1), pages 1-23, December.
    3. Elizaveta Fainshtein & Valentina Chkoniya & Elena Serova & Pavel Vorobyev, 2023. "Sustainable Social Systems: Innovative Service Implications in the Restaurant Business in the Post-COVID Era with Digital Transformation Strategies," Sustainability, MDPI, vol. 15(19), pages 1-14, October.
    4. Fernando Rebola & Luís Loures & Paulo Ferreira & Ana Loures, 2022. "Inland or Coastal: That’s the Question! Different Impacts of COVID-19 on the Tourism Sector in Portugal," Sustainability, MDPI, vol. 14(23), pages 1-9, December.
    5. Iswanto, Dedy & Handriana, Tanti & Nazwin, Asfarony Hendra & Sangadji, Suwandi S., 2024. "Influencers in Tourism Digital Marketing: A Comprehensive Literature Review," OSF Preprints m97kd, Center for Open Science.
    6. Momoka Nakamura & Toshihiro Hattori, 2022. "Impacts of the COVID-19 Pandemic on Rural Residents of Japan and Their Interactions with the Outside World," Sustainability, MDPI, vol. 14(4), pages 1-12, February.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Adrian MICU & Marius GERU & Angela-Eliza MICU, 2017. "Developing Customer Trust in E-Commerce Using Inbound Marketing Strategies," Proceedings RCE 2017, Editura Lumen, vol. 0, pages 522-531, November.
    2. Ponzoa, José M. & Gómez, Andrés & Mas, José M., 2023. "EU27 and USA institutions in the digital ecosystem: Proposal for a digital presence measurement index," Journal of Business Research, Elsevier, vol. 154(C).
    3. Banerjee, Syagnik & Xu, Shichun & Johnson, Scott D., 2021. "How does location based marketing affect mobile retail revenues? The complex interplay of delivery tactic, interface mobility and user privacy," Journal of Business Research, Elsevier, vol. 130(C), pages 398-404.
    4. Zoltán SOMOSI, 2022. "The Role Of Artificial Intelligence In Content Creation And Checking Its Effectiveness In The Google Ads Advertising System," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 2(2), pages 259-270, December.
    5. Eva M. Sánchez-Teba & Josefa García-Mestanza & Mercedes Rodríguez-Fernández, 2020. "The Application of the Inbound Marketing Strategy on Costa del Sol Planning & Tourism Board. Lessons for Post-COVID-19 Revival," Sustainability, MDPI, vol. 12(23), pages 1-15, November.
    6. Sławomir Ostrowski, 2021. "Commitment Ladder in the Relationship between Service Providers and Customers as Added Value in Sustainable Services Development," Sustainability, MDPI, vol. 13(9), pages 1-20, April.
    7. Adrian MICU & Marius GERU & Angela-Eliza MICU, 2017. "Developing Customer Trust in E-Commerce Using Inbound Marketing Strategies," Risk in Contemporary Economy, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, pages 522-531.
    8. Erdmann, Anett & Ponzoa, José M., 2021. "Digital inbound marketing: Measuring the economic performance of grocery e-commerce in Europe and the USA," Technological Forecasting and Social Change, Elsevier, vol. 162(C).
    9. Bruneau, Virginie & Swaen, Valérie & Zidda, Pietro, 2018. "Are loyalty program members really engaged? Measuring customer engagement with loyalty programs," Journal of Business Research, Elsevier, vol. 91(C), pages 144-158.
    10. Dessart, Laurence & Pitardi, Valentina, 2019. "How stories generate consumer engagement: An exploratory study," Journal of Business Research, Elsevier, vol. 104(C), pages 183-195.
    11. MARTÍNEZ-POLO, Josep & MARTÍNEZ-SÁNCHEZ, Jesús, 2018. "Reputation And Trust In Sharing Economy Platforms: The Case Of Traity," Annals of Spiru Haret University, Economic Series, Universitatea Spiru Haret, vol. 18(2), pages 143-158.
    12. van Laer, Tom & Feiereisen, Stephanie & Visconti, Luca M., 2019. "Storytelling in the digital era: A meta-analysis of relevant moderators of the narrative transportation effect," Journal of Business Research, Elsevier, vol. 96(C), pages 135-146.
    13. Grigorescu Adriana & Ion Amalia Elena, 2020. "Innovation and product management – The direction of the 21st century luxury market," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 14(1), pages 1035-1045, July.
    14. Sengupta, Pooja & Biswas, Baidyanath & Kumar, Ajay & Shankar, Ravi & Gupta, Shivam, 2021. "Examining the predictors of successful Airbnb bookings with Hurdle models: Evidence from Europe, Australia, USA and Asia-Pacific cities," Journal of Business Research, Elsevier, vol. 137(C), pages 538-554.
    15. Raza, Ali & Ishaq, Muhammad Ishtiaq & Khan, Ayesha & Ahmad, Rehan & Haj Salem, Narjes, 2023. "How fashion cewebrity influences customer engagement behavior in emerging economy? Social network influence as moderator," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    16. Sharma, Amalesh & Soni, Mauli & Borah, Sourav Bikash & Haque, Tanjum, 2022. "From silos to synergies: A systematic review of luxury in marketing research," Journal of Business Research, Elsevier, vol. 139(C), pages 893-907.
    17. Helmut K. Anheier & Robert Falkner & Daniela Schwarzer, 2017. "Europe, the End of the West and Global Power Shifts," Global Policy, London School of Economics and Political Science, vol. 8, pages 18-26, June.
    18. Piazza, Mariangela & Mazzola, Erica & Perrone, Giovanni, 2022. "How can I signal my quality to emerge from the crowd? A study in the crowdsourcing context," Technological Forecasting and Social Change, Elsevier, vol. 176(C).
    19. Koivisto, Elina & Mattila, Pekka, 2020. "Extending the luxury experience to social media – User-Generated Content co-creation in a branded event," Journal of Business Research, Elsevier, vol. 117(C), pages 570-578.
    20. Jose C. Alves & Tan Cheng Lok & Yubo Luo & Wei Hao, 2020. "Crisis challenges of small firms in Macao during the COVID-19 pandemic," Frontiers of Business Research in China, Springer, vol. 14(1), pages 1-23, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:13:y:2021:i:22:p:12588-:d:679444. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.