Tourism marketing campaign for COVID-19 post-crisis recovery - A case study of the"Go to Travel" campaign in Japan

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TOUR 2021 (2021)

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TOUR 2021 Posters (2021)

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Summary

The tourism and hospitality industry is most affected by the pandemic. Destinations most reliant on tourism for social and economic growth are prone to be hit hardest. Developing effective recovery...

The tourism and hospitality industry is most affected by the pandemic. Destinations most reliant on tourism for social and economic growth are prone to be hit hardest. Developing effective recovery strategies in this unprecedented time to support the tourism and hospitality sectors is crucial. Government and local tourism boards have been developing and promoting various tourism support schemes for the tourism and hospitality industry stakeholders. When travel restrictions are still in place, local tourism promotions are becoming vital to restart tourism for most destinations. This study uses a case study of a travel campaign in 2020, the "Go to Travel" campaign from Japan, to raise stakeholders' awareness of the importance of marketing communication strategy. The Japanese government encouraged collaboration across different parties, such as airlines, hotels, and local hospitality and tourism businesses, to embrace this marketing initiative. Nevertheless, the media criticized the campaign could worsen the outbreak as tourists' mobility will increase the risk of transmission. This implied that the insensitivity of the local tourism board in implementing the tourism recovery plan. The study discusses and recommends effective ways to launch and monitor a tourism recovery marketing campaign.

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