Marketinško komuniciranje turistične agencije Palma v času pandemije zaradi COVID-19 : diplomsko delo

Klarić, Blažka (author), Kamin, Tanja (mentor)

Leta 2020, 2021 in začetek leta 2022 je močno zaznamovala epidemija zaradi COVID-19. Zelo močan vpliv je imela tudi na turistično panogo – delovanje le-te je skoraj popolnoma onemogočila. Poleg tega, da je bil to močan udarec za globalno gospodarstvo, so največjo škodo utrpela podjetja, ki se neposredno ukvarjajo izključno s turizmom – ta so bila prisiljena v zmanjševanje stroškov. Primer takšnega podjetja je turistična agencija Palma, ki se je že na začetku epidemije odločila, da komunikacije s potrošniki ne bo prekinila, temveč jo bo le prilagodila trenutni krizni situaciji. Spremenili so tako vsebino sporočil kot tudi kanale, preko katerih so komunicirali. Po koncu epidemioloških razmer se je izkazalo, da je ohranjanje komunikacije s potrošniki tudi v času, ko je delovanje podjetja začasno onemogočeno ali okrnjeno, zelo pomembno, saj povečuje zavedanje potrošnika o turistični agenciji kot znamki in pripomore, da ta ostaja »top-of-the-mind« agencija. O tem pričajo rezultati o povečanem obisku spletne strani in naraščajoč prihodek podjetja.

• Language: Slovenian
• Keywords: turizem, Covid-19, epidemija, potovanje, komuniciranje
• Work type: Bachelor thesis/paper
• Typology: 2.11 - Undergraduate Thesis
• Organization: FDV - Faculty of Social Sciences
• Place of publishing: Ljubljana
• Publisher: [B. Klarić]
• Year: 2022
• Number of pages: 60 str.
• PID: 20.500.12556/RUL-139406
• UDC: 338.487:659.1(043.2)
• COBISS.SI-ID: 120761603
• Publication date in RUL: 02.09.2022

Secondary language

• Language: English
• Title: Marketing communication of the Palma travel agency during the pandemic due to COVID-19

Abstract

The years 2020, 2021 and the start of 2022 were strongly marked by the COVID-19 epidemic. It had a great impact on the tourism industry – it made it almost imposible to operate. In addition to being a severe blow on the global economy, it also had a enormous impact on the companies who are directly and exvlusively involved in tourism. That kind of companies were forced to cut costs. One of that kind of the companies was also Palma travel agency, which decided not to cut off communication with consumers at the very begining of the epidemic. They only adapted it to the current crisis situation – they changed both the content of the messages and the channels through which they were communictaing. That move has proved to be the right one at the end of the epidemiological situation as it obviously affected consumer awarness of the travel agency as a brand and it helped it to be the »top-of-the-mind« travel agency in consumers eyes. This is evidenced by the results of increased website traffic and growing company revenue.

• Keywords: tourism, Covid-19, epidemic, travel, communication