SUSTAINABLE CUSTOMER DIGITAL ENGAGEMENT STRATEGIES FOR THE TOURISM RECOVERY PERSPECTIVE

• Main Authors: POCINHO Margarida, VIEIRA Nataliya, NUNES Celso, NECHITA Florin
• Format: Article
• Language: English
• Published: Transilvania University Press 2021-06-01
• Series: Bulletin of the Transilvania University of Brasov. Series V : Economic Sciences
• Subjects: sustainable tourism; customer engagement strategies; global outbreak; marketing trends and digital economy
• Online Access: http://webbut.unitbv.ro/bulletin/Series%20V/2021/BULETIN%20I/05_POCINHO.pdf

The tourism sector has continued to be one of the most affected business units in 2020 in connection with a global pandemic. Numerous regions and tourist destinations, tourist hotspots and accommodations have been subjected to serious changes with a substantial economic impact. Thereby, the question arises as to whether the capacity to respond to customers' needs through functional digital engagement strategies is efficient for supporting a recovery and sustainable development of the tourism industry. This article comments on and provides a critical analysis of the recent online strategies related to content marketing applied to the tourism sector due to a global pandemic and the need to implement a different attitude towards tourism-oriented projects. The article proposes some examples of efficient policies that fit in with changes in the world tourism market.