A Systematic Review of Marketing Management and Post-COVID-19 Tourism
Abstract
A post-COVID-19 tourism is the time for many nations to look past the pandemic and engage in re-building the tourism sector particularly in the area of marketing management. As countries aim to increase tourists’ flows to destinations, this study’s main objective was to explore marketing management and post-COVID-19 tourism. Additionally, the specific objective was to explore advertising and targeted tourists in Africa’s post-COVID-19 tourism. This study deployed a systematic literature review as a research methodology complemented with descriptive statistics analysis. The findings revealed that the form of advertising in relation to targeted tourists for some countries within Africa in the post-COVID-19 tourism differ with other destinations opting for e-marketing as a marketing management strategy to lure international tourists. The study implications to be considered by Destination Marketing Organisations (DMOs) and tourism education practitioners are provided as well as the suggestions for future studies to conduct quantitative and qualitative studies to determine the patterns of marketing management and post-COVID-19 tourism.
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Copyright (c) 2023 Dr Kezia H. Mkwizu (Author)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.