Post-pandemic collaborative destination marketing: effectiveness and impact

In a break from the traditional focus on destination image recovery in post-crisis scenarios, the COVID-19 pandemic required a different approach to collaborative destination marketing. This research aims to fill a gap in knowledge about the factors that drive post-pandemic collaborative destination...

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Detalhes bibliográficos
Autores: Pascual Fraile, María del Pilar, Villacé Molinero, Teresa, Talón Ballestero, Pilar, Chaperon, Samantha
Formato: artículo
Fecha de publicación:2024
País:España
Recursos:Universidad Rey Juan Carlos
Repositorio:BURJC-Digital. Repositorio Institucional de la Universidad Rey Juan Carlos
OAI Identifier:oai:burjcdigital.urjc.es:10115/36407
Acesso em linha:https://hdl.handle.net/10115/36407
Access Level:acceso abierto
Palavra-chave:collaborative destination marketing
joint brand advertising
destination image
travel intention
tourism
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spelling Post-pandemic collaborative destination marketing: effectiveness and impactPascual Fraile, María del PilarVillacé Molinero, TeresaTalón Ballestero, PilarChaperon, Samanthacollaborative destination marketingjoint brand advertisingdestination imagetravel intentiontourismIn a break from the traditional focus on destination image recovery in post-crisis scenarios, the COVID-19 pandemic required a different approach to collaborative destination marketing. This research aims to fill a gap in knowledge about the factors that drive post-pandemic collaborative destination marketing strategies, the objectives that are set, their effectiveness, and the different impacts on diverse age groups. Grounded in stakeholder and generational theories, this study examines an innovative collaborative marketing campaign for Spain in 2022. Spain’s tourism rebounded swiftly that year, almost reaching pre-pandemic international visitor numbers. The campaign was collaboratively developed by TourSpain, the Spanish National Tourism Organization (NTO), along with six regional and local Spanish Destination Marketing Organizations (DMOs), Expedia, and TripAdvisor. In-depth interviews were conducted with all stakeholder groups involved in the campaign, and this was complemented by focus groups with UK residents, grouped by generation. The findings revealed how the stakeholders reoriented their post-pandemic collaborative strategies to considering variables, such as customer journey stages and sociodemographic factors, to achieve branding and conversion objectives. The study also discovered that the campaign's effectiveness varied across different generational audiences. This research provides valuable insights for NTOs and DMOs in designing future post-crisis collaborative marketing initiatives.Sage202420242024info:eu-repo/semantics/articleapplication/pdfhttps://hdl.handle.net/10115/36407reponame:BURJC-Digital. Repositorio Institucional de la Universidad Rey Juan Carlosinstname:Universidad Rey Juan CarlosInglésinfo:eu-repo/semantics/openAccessoai:burjcdigital.urjc.es:10115/364072026-06-24T12:48:17Z
dc.title.none.fl_str_mv Post-pandemic collaborative destination marketing: effectiveness and impact
title Post-pandemic collaborative destination marketing: effectiveness and impact
spellingShingle Post-pandemic collaborative destination marketing: effectiveness and impact
Pascual Fraile, María del Pilar
collaborative destination marketing
joint brand advertising
destination image
travel intention
tourism
title_short Post-pandemic collaborative destination marketing: effectiveness and impact
title_full Post-pandemic collaborative destination marketing: effectiveness and impact
title_fullStr Post-pandemic collaborative destination marketing: effectiveness and impact
title_full_unstemmed Post-pandemic collaborative destination marketing: effectiveness and impact
title_sort Post-pandemic collaborative destination marketing: effectiveness and impact
dc.creator.none.fl_str_mv Pascual Fraile, María del Pilar
Villacé Molinero, Teresa
Talón Ballestero, Pilar
Chaperon, Samantha
author Pascual Fraile, María del Pilar
author_facet Pascual Fraile, María del Pilar
Villacé Molinero, Teresa
Talón Ballestero, Pilar
Chaperon, Samantha
author_role author
author2 Villacé Molinero, Teresa
Talón Ballestero, Pilar
Chaperon, Samantha
author2_role author
author
author
dc.subject.none.fl_str_mv collaborative destination marketing
joint brand advertising
destination image
travel intention
tourism
topic collaborative destination marketing
joint brand advertising
destination image
travel intention
tourism
description In a break from the traditional focus on destination image recovery in post-crisis scenarios, the COVID-19 pandemic required a different approach to collaborative destination marketing. This research aims to fill a gap in knowledge about the factors that drive post-pandemic collaborative destination marketing strategies, the objectives that are set, their effectiveness, and the different impacts on diverse age groups. Grounded in stakeholder and generational theories, this study examines an innovative collaborative marketing campaign for Spain in 2022. Spain’s tourism rebounded swiftly that year, almost reaching pre-pandemic international visitor numbers. The campaign was collaboratively developed by TourSpain, the Spanish National Tourism Organization (NTO), along with six regional and local Spanish Destination Marketing Organizations (DMOs), Expedia, and TripAdvisor. In-depth interviews were conducted with all stakeholder groups involved in the campaign, and this was complemented by focus groups with UK residents, grouped by generation. The findings revealed how the stakeholders reoriented their post-pandemic collaborative strategies to considering variables, such as customer journey stages and sociodemographic factors, to achieve branding and conversion objectives. The study also discovered that the campaign's effectiveness varied across different generational audiences. This research provides valuable insights for NTOs and DMOs in designing future post-crisis collaborative marketing initiatives.
publishDate 2024
dc.date.none.fl_str_mv 2024
2024
2024
dc.type.none.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv https://hdl.handle.net/10115/36407
url https://hdl.handle.net/10115/36407
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.rights.none.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Sage
publisher.none.fl_str_mv Sage
dc.source.none.fl_str_mv reponame:BURJC-Digital. Repositorio Institucional de la Universidad Rey Juan Carlos
instname:Universidad Rey Juan Carlos
instname_str Universidad Rey Juan Carlos
reponame_str BURJC-Digital. Repositorio Institucional de la Universidad Rey Juan Carlos
collection BURJC-Digital. Repositorio Institucional de la Universidad Rey Juan Carlos
repository.name.fl_str_mv
repository.mail.fl_str_mv
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score 15,81155

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