Scope and patterns of marketing agility in tourism enterprises during COVID-19 pandemic restrictions
Citation
Türkmen, H. G. & Akman, Y. (2022). Scope and patterns of marketing agility in tourism enterprises during COVID-19 pandemic restrictions. Agile Management and VUCA-RR: Opportunities and Threats in Industry 4.0 towards Society 5.0, 129-143. doi:10.1108/978-1-80262-325-320220009Abstract
Marketing agility has gained more attention from scholars and managers due to the current and emerging conditions of the COVID-19 pandemic. The pandemic has changed the marketing landscape, resulting in a dramatic shift in consumer behavior in the worldwide lockdowns. Consumers sought an efficient response and reaction in real-time to their changing needs, concerns, and priorities. The shift in consumer behavior and demand forced service enterprises to develop dynamic marketing plans to adjust to the new normal that created unprecedented disruptions in their traditional business. As one of the most dynamic sectors of service marketing, tourism was challenged by the pandemic-related restrictions and contemporary competitive circumstances and faced the destructive, yet transformative impacts of the outbreak. The tourism enterprises all over world were compelled to implement innovations to adjust to the new customer preferences and needs for a sustainable change to develop dynamic marketing solutions. This chapter aims to review and analyze how the tourism enterprises gravitated to a new approach and implemented an agile marketing strategy focusing on the emerging customer priorities, based on analysis of the hotel websites. A functioning group of 4 and 5-star hotels located in Bodrum, Turkey, was selected and their website updates from the beginning of the COVID-19 pandemic to the proliferation of the vaccines were examined considering the official data on inbound, domestic and outbound tourism. The findings provided an insight into the concept of agile in tourism marketing applied to a function characterized by the radically changing conditions that bring in new threats and opportunities.
Source
Agile Management and VUCA-RR: Opportunities and Threats in Industry 4.0 towards Society 5.0Related items
Showing items related by title, author, creator and subject.
-
Relative effects of marketing effectiveness dimensions on firm performance: An empirical analysis with a multi-industry sample
Gül, Mısra Çağla (Bogazici Universitesi, 2009)The aim of this study is to understand the influence of marketing operational efficiency and marketing system effectiveness on firm performance dimensions. Marketing operational efficiency and marketing system effectiveness ... -
Factors affecting understanding and applications of branded housing project marketing around the İstanbul metropolitan area
Polat, Selçuk (Işık Üniversitesi, 2015-01-28)Marketing is a very important issue to corporate success in today’s competitive business environment. Company’s growth and success can be strongly influenced by marketing practices. Developing marketing strategies can ... -
Shelby D. Hunt: pazarlama bilimine katkıları
Tavman, Emine Başak (Yusuf Öcel, 2021-07-30)Shelby D. Hunt, pazarlama bilimindeki öncü çalışmaları ile tanınan dünya çapında bir teorisyen ve pazarlama araştırmacısıdır. Hunt 50 yıldan fazla süredir 400’e yakın akademik çalışmayla pazarlama literatürüne önemli ...