del Pilar Pascual-Fraile, María, Villacé-Molinero, Teresa, Talón-Ballestero, Pilar and Chaperon, Samantha ORCID: 0000-0001-8514-7447 (2024) Post-pandemic collaborative destination marketing: effectiveness and impact on different generational audiences. Journal of Vacation Marketing. ISSN 1356-7667 (Print), 1479-1870 (Online) (doi:https://doi.org/10.1177/13567667231224091)

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Abstract

In a break from the traditional focus on destination image recovery in post-crisis scenarios, the COVID-19 pandemic required a different approach to collaborative destination marketing. This research aims to fill a gap in knowledge about the factors that drive post-pandemic collaborative destination marketing strategies, the objectives that are set, their effectiveness, and the different impacts on diverse age groups. Grounded in stakeholder and generational theories, this study examines an innovative collaborative marketing campaign for Spain in 2022. Spain’s tourism rebounded swiftly that year, almost reaching pre-pandemic international visitor numbers. The campaign was collaboratively developed by TourSpain, the Spanish National Tourism Organization (NTO), along with six regional and local Spanish Destination Marketing Organizations (DMOs), Expedia, and TripAdvisor. In-depth interviews were conducted with all stakeholder groups involved in the campaign, and this was complemented by focus groups with UK residents, grouped by generation. The findings revealed how the stakeholders reoriented their post-pandemic collaborative strategies to considering variables, such as customer journey stages and sociodemographic factors, to achieve branding and conversion objectives. The study also discovered that the campaign's effectiveness varied across different generational audiences. This research provides valuable insights for NTOs and DMOs in designing future post-crisis collaborative marketing initiatives.

Item Type:	Article
Uncontrolled Keywords:	collaborative destination marketing; joint brand advertising; stakeholder theory; destination image; travel intention; post-pandemic; generational theory
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce
Faculty / School / Research Centre / Research Group:	Faculty of Business
Last Modified:	29 Jan 2024 13:42
URI:	http://gala.gre.ac.uk/id/eprint/45497

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