Communication Strategies to Combat the Negative Effects of Covid-19 on Tourism

Abstract :

One of the most used means of communication by tourist destinations today is social networks. Regardless of the part of the world you are in, the information provided is monitored in real time and by anyone. In a moment of public health crisis (e.g. pandemic), a communication plan is created and these same resources are used and disseminated quickly. At the same time, the development of a country's tourist activity is globally recognized as a generator of revenue and provides more employment and a greater contribution to the economy. However, tourism is a sector of activity quite sensitive to market changes, economic crises, climatic effects, epidemics / pandemics, which cause many fluctuations. Therefore, it is relevant to mention the negative impacts that tourism is suffering in the face of the Covid-19 pandemic. Thus, in order to combat the negative effects of Covid-19 on tourism, some destinations started to use motivational communication strategies / campaigns, presenting their beauty, encouraging the visitation of tourists / travelers after the crisis. The general objective of this study is to present the communication strategies used to combat the negative effects of Covid-19 on tourism, presenting good practices of advertising campaigns (in Portugal and Brazil) available on social networks. It is asked, what are the communication strategies used to combat the negative effects of covid-19 on tourism? In this sense, a descriptive research and a preliminary study with analysis of social networks were carried out. Future studies should make it possible to deepen this problem, using in-depth interviews and elaborating a focus group with tourists and residents (in Portugal and Brazil).