Scope and patterns of marketing agility in tourism enterprises during COVID-19 pandemic restrictions
MetadataShow full item record
CitationTürkmen, 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:10.1108/978-1-80262-325-320220009
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.
SourceAgile Management and VUCA-RR: Opportunities and Threats in Industry 4.0 towards Society 5.0
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 ...
Doǧrudan pazarlama amaçlı hedef kitle analizi Kegeci, Sinan; Özbek, Eyüp Erkan; Türkel, Mustafa Sertaç; Düzağaç, Remzi; Yıldız, Olcay Taner (Institute of Electrical and Electronics Engineers Inc., 2018-07-05)Doğrudan pazarlama, uygun ürünleri uygun kişilerle en kısa yoldan buluşturma sürecidir. Son yılların en popüler pazarlama yaklaşımlarından birisidir. Bu çalışmada turizm sektörüne ait isimsizleştirilmiş bir veri tabanını ...
The moderating role of environmental munificence on innovativeness in B2B markets Gül, Mısra Çağla (Emerald Group Publishing Limited, 2019-09-30)Purpose: The purpose of this paper is to understand the relationship between two business orientations, namely, entrepreneurial orientation and market orientation, and innovativeness taking into account the moderating ...