The Marketing Strategy for Tourism Industry Post Covid-19 Pandemic

Abstract

Tourism is one of the most affected business sectors due to the Covid-19 pandemic. This resulted in a decrease in the number of tourists visiting destinations. The current study aims to describe the impact of Covid-19 on tourism sector and formulate marketing strategies for developing tourism, specifically post-Covid-19 pandemic. A qualitative research approach was used in this study by employing SWOT analysis to formulate marketing strategies for tourism service providers. The proposed marketing strategies are: (1) Implementing CHSE principle (Cleanliness, Healthy, Safety, Environment Friendly), (2) Targeting market on local, regional, and domestic tourists, (3) Segmenting market on individual tourist, (4) Green marketing, (5) Packaging of tourist destinations, (6) Digital marketing, and (7) Re-positioning. Theoretical and managerial implications of this study are offered.