Scope and patterns of marketing agility in tourism enterprises during COVID-19 pandemic restrictions

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dc.authorid0000-0003-3320-6868
dc.authorid0000-0003-2112-0645
dc.contributor.authorTürkmen, Hediye Gamzeen_US
dc.contributor.authorAkman, Yaseminen_US
dc.date.accessioned2022-12-16T14:16:27Z
dc.date.available2022-12-16T14:16:27Z
dc.date.issued2022-08-09
dc.departmentIşık Üniversitesi, Yabancı Diller Okuluen_US
dc.departmentIşık University, School of Foreign Languagesen_US
dc.description.abstractMarketing agility has gained more attention from scholars and managers due to the current and emerging conditions of the COVID-19 pandemic. The pandemic has changed the marketing landscape, resulting in a dramatic shift in consumer behavior in the worldwide lockdowns. Consumers sought an efficient response and reaction in real-time to their changing needs, concerns, and priorities. The shift in consumer behavior and demand forced service enterprises to develop dynamic marketing plans to adjust to the new normal that created unprecedented disruptions in their traditional business. As one of the most dynamic sectors of service marketing, tourism was challenged by the pandemic-related restrictions and contemporary competitive circumstances and faced the destructive, yet transformative impacts of the outbreak. The tourism enterprises all over world were compelled to implement innovations to adjust to the new customer preferences and needs for a sustainable change to develop dynamic marketing solutions. This chapter aims to review and analyze how the tourism enterprises gravitated to a new approach and implemented an agile marketing strategy focusing on the emerging customer priorities, based on analysis of the hotel websites. A functioning group of 4 and 5-star hotels located in Bodrum, Turkey, was selected and their website updates from the beginning of the COVID-19 pandemic to the proliferation of the vaccines were examined considering the official data on inbound, domestic and outbound tourism. The findings provided an insight into the concept of agile in tourism marketing applied to a function characterized by the radically changing conditions that bring in new threats and opportunities.en_US
dc.description.versionPublisher's Versionen_US
dc.identifier.citationTürkmen, H. G. & Akman, Y. (2022). Scope and patterns of marketing agility in tourism enterprises during COVID-19 pandemic restrictions. Agile Management and VUCA-RR: Opportunities and Threats in Industry 4.0 towards Society 5.0, 129-143. doi:10.1108/978-1-80262-325-320220009en_US
dc.identifier.doi10.1108/978-1-80262-325-320220009
dc.identifier.endpage143
dc.identifier.isbn9781802623260
dc.identifier.isbn9781802623253
dc.identifier.scopus2-s2.0-85153450346
dc.identifier.scopusqualityN/A
dc.identifier.startpage129
dc.identifier.urihttps://hdl.handle.net/11729/5152
dc.identifier.urihttp://dx.doi.org/10.1108/978-1-80262-325-320220009
dc.indekslendigikaynakScopusen_US
dc.institutionauthorTürkmen, Hediye Gamzeen_US
dc.institutionauthorid0000-0003-3320-6868
dc.language.isoenen_US
dc.peerreviewedYesen_US
dc.publicationstatusPublisheden_US
dc.publisherEmerald Publishing Limiteden_US
dc.relation.publicationcategoryKitap Bölümü - Uluslararasıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.sourceAgile Management and VUCA-RR: Opportunities and Threats in Industry 4.0 towards Society 5.0en_US
dc.subjectMarketing agilityen_US
dc.subjectMarketing agility strategiesen_US
dc.subjectService agilityen_US
dc.subjectTourismen_US
dc.subjectTourism marketingen_US
dc.subjectMarketing innovationsen_US
dc.titleScope and patterns of marketing agility in tourism enterprises during COVID-19 pandemic restrictionsen_US
dc.typeBook Chapteren_US

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