The Marketing and Communication of Hostels before and during COVID-19
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| Format: | Thesis |
| Kulcsszavak: | communication crisis management hostels hotels marketing tourism marketing |
| Online Access: | http://dolgozattar.uni-bge.hu/28615 |
| Abstract: | There are plenty of literature identifying and measuring hotels’ marketing activities, however regarding hostel marketing, the amount of acdemic papers is relatively low. Although in the following years hostels’ dependence on marketing will significantly increase due to the conquest of big hybrid-hotel chains and due to the coronaviruse pandemic. The main purpose of this paper is to identify and define those marketing strategies that hostels can succesfully implement. During the secondary research it became clear that social media is the most effective tool for marketing and communication. Regarding the current pandemic, the effective tool of crisis management is the effective communication. But how did hostels actually communicate with the audience and what were the main types of message they delivered? To answer this question, a social media content analyse was conducted by collecting the social media contents of hostel chains and perfroming a factor analysis on them. The results showed that the major natures of social media contents are destination promotion, hostel promotion, convarsational contents and food related contents. |
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