0000000000408524

AUTHOR

Maria Vernuccio

showing 2 related works from this author

Challenges in Marketing Communications During the COVID-19 Pandemic

2022

The purpose of this study is to explore how tourism and hospitality firms managed marketing communications (marcom) since the COVID-19 outbreak and to propose a conceptual framework on marcom challenges that the pandemic crisis has brought to the industry. In-depth interviews were conducted with tourism and hospitality managers in Croatia, a destination that registered remarkable tourism results in 2021. The proposed conceptual framework reflects the adaptation process and major changes in B2B and B2C communication since the COVID-19 outbreak on one hand and resulting strategic opportunities for marcom managers on the other, discussed in terms of practical implications. To the best of the a…

marketing communicationsqualitative methodTourism Leisure and Hospitality ManagementUNESCO::SOCIOLOGÍAGeography Planning and DevelopmentCOVID-19conceptual frameworkcrisis communicationtourism and hospitality managersmarketing communications; crisis communication; conceptual framework; qualitative method; tourism and hospitality managers; COVID-19Tourism
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The impact of IMC consistency and interactivity on city reputation and consumer brand engagement: the moderating effects of gender

2019

The impact of Integrated Marketing Communications (IMC) has not received sufficient attention in the tourism marketing literature. The objective of this paper is to propose and empirically test a m...

behavioural CBEmedia_common.quotation_subjectGeography Planning and Developmentaffective CBEBrand engagementcognitive CBEInteractivityConsistency (negotiation)Integrated marketing communications (IMC); IMC consistency; IMC interactivity; city reputation; consumer brand engagement (CBE); cognitive CBE; affective CBE; behavioural CBE; gender0502 economics and businessgenderIMC interactivitymedia_commonTourism marketingIMC consistency05 social sciencesAdvertisingTest (assessment)Tourism Leisure and Hospitality ManagementIntegrated marketing communications (IMC)050211 marketingBusinesscity reputationconsumer brand engagement (CBE)050212 sport leisure & tourismIntegrated marketing communicationsReputationCurrent Issues in Tourism
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