The Marketing and Communication of Hostels before and during COVID-19

Jakab Milán (2020) The Marketing and Communication of Hostels before and during COVID-19. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

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.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing (angol nyelven)

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	communication, crisis management, hostels, hotels, marketing, tourism marketing
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2021. Feb. 08. 13:58
Utolsó módosítás:	2021. Feb. 08. 13:58

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