Changes in tourism sales and marketing post COVID-19

Abstract

What kind of new sales and marketing methods tourism businesses follow post-pandemic constitutes the research problem. Within this scope, this study aims to discover what kind of changes hotel businesses and travel agencies have experienced in sales and marketing post-COVID-19 and how these businesses direct their marketing strategies. At first, relevant studies in the literature were reviewed, and document analysis was conducted. Primary data were obtained through semi-structured interview forms as well as a short questionnaire form. The sample size consists of 17 hotels and nine A group travel agency managers. The data were collected by e-mail. Discourse analysis was conducted on qualitative data. In conclusion, it was determined that the COVID-19 pandemic had a compelling effect in tourism businesses revising their marketing strategies and increasing their product diversity. To persuade consumers and win them back, it was observed that tourism businesses had made an effort to guarantee safe holidays and travel against the pandemic. © 2021, IGI Global.