Russian Tourism Enterprises’ Marketing Innovations to Meet the COVID-19 Challenges
Russian Tourism Enterprises’ Marketing Innovations to Meet the COVID-19 Challenges
复制标题
俄罗斯旅游企业应对 COVID-19 挑战的营销创新
DOI：
10.3390/su13073756
复制
发表时间：
2021
期刊：
影响因子：
3.9
通讯作者：
G. Laptev
中科院分区：
文献类型：
--
作者：
M. Sheresheva;M. Efremova;L. Valitova;A. Polukhina;G. Laptev
本文讨论了一项研究的结果，该研究旨在更深入地了解新冠肺炎疫情如何改变了俄罗斯旅游市场，以及当地旅游企业如何应对新冠肺炎疫情带来的挑战。总结他们在危机条件下做生意的经验，可以更有效地应对未来的类似危机，并有助于在大流行病之后加强旅游业的复原力。为了达到研究目标，我们结合了关于该行业状况的各种运营统计信息来源，以及在下诺夫哥罗德地区进行的调查结果，并对旅游企业代表进行了深入访谈。我们发现，事实证明，俄罗斯旅游企业通过寻找更多机会，并特别关注员工发展和团队整合，具有相当强的韧性。然而，当地旅游企业在获得国家支持方面也面临着一些问题。因此，自力更生、创新创造适应新客户需求和偏好的服务和产品的旅游企业更有生存机会。特别是，数字营销工具的广泛使用有助于中小企业根据旅游业的新要求和趋势为客户提供新的价值，例如旅行安全、对个人和短期短途旅行的普遍兴趣，以及对国内旅游目的地急剧增加的需求。
This paper discusses the results of a study aimed at gaining a deeper understanding of how the COVID-19 pandemic has changed the Russian tourism market and how local tourism enterprises respond to challenges caused by the COVID-19 pandemic. Summarizing their experience of doing business in crisis conditions can allow a more efficient response to similar crises in the future and contribute to a more resilient tourism sector in the aftermath of the pandemic. In order to meet the research objective, we combined various sources of operational statistical information about the state of the industry with the results of a survey conducted in the Nizhny Novgorod region and in-depth interviews with representatives of tourism enterprises. We found that Russian tourism enterprises have proved to be quite resilient by looking for additional opportunities, and paying special attention to staff development and team consolidation. However, there are problems faced by local tourism enterprises in obtaining state support. Therefore, tourism enterprises that rely on themselves and innovate to create services and products adjusted to new customer needs and preferences have a better chance to survive. In particular, the wider use of digital marketing instruments helps SMEs to propose a new value for customers aligned to the new requirements and trends in tourism, such as travel security, prevailing interest in individual and short-term trips for short distances, and the sharply increased demand for domestic tourism destinations.
影响因子：
11.3
作者：
Donthu, Naveen;Gustafsson, Anders
通讯作者：
Gustafsson, Anders
影响因子：
11.3
作者：
Sheth, Jagdish
通讯作者：
Sheth, Jagdish
绿色旅游与女性
DOI：
--
发表时间：
2011
期刊：
影响因子：
--
作者：
Hamamura N.;Meneghin;J.;Reysenbach;A-L.;千葉加恵子
通讯作者：
千葉加恵子