Integrated Marketing Approach and National Branding as Covid-19 Crisis Response in Tourism Sector

Domazet, Ivana and Lazić, Milena (2021) Integrated Marketing Approach and National Branding as Covid-19 Crisis Response in Tourism Sector. In: Innovative Aspects of the Development Service and Tourism : Book of proceedings of IX International scientific-practical conference (Stavropol, 22 April 2021) : research materials and reports : Part II. Секвойя, Stavropol. ISBN 978-5-907110-75-5

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Abstract

The subject of this paper is the analysis of the impact of COVID-19
crisis on the tourism sector at the global level and in the Western Balkans. The paper
aims to identify the basic directions of action to combat the negative effects of the
crisis, as well as to provide relevant guidelines for policy and decision-makers
worldwide. With that regard, the standard desk-research method in combination with
the case study method and expert method analysis was conducted. The research
results, both primary and secondary, emphasized the importance of integration on all
levels, digitalization, and innovations as well as building and further developing
strong national and regional brands.

Item Type:	Book Section
Additional Information:	COBISS.ID=43335433
Uncontrolled Keywords:	competitiveness, integrated marketing approach, national branding, travel and tourism sector, COVID-19 crisis
Research Department:	Digital Economics
Depositing User:	Jelena Banovic
Date Deposited:	28 Jul 2021 11:46
Last Modified:	28 Jul 2021 11:46
URI:	http://35.240.28.64/id/eprint/1623
Author Links:	[error in script] No links available.

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