Destination Social Responsibility Strategy and DMOs’ Path to Recovery: The Case of Portugal

Abstract

Destination marketing strategies are designed to attract visitors, inviting them to acknowledge and virtually experience the different resources available on site. Still, their success also depends on the ability of destination management organizations (DMOs) to develop an effective communication strategy. The ongoing COVID-19 pandemic radically changed the goals set by the promotional campaigns launched by the Portuguese tourist boards. This study analyzes the textual content of the innovative promotional video campaigns released between mid-March and early April 2020 by Portuguese tourism authorities at national level (Turismo de Portugal), regional level (Centro, Algarve, Madeira and the Azores) and local level (Cascais) to promote these destinations during nationwide states of emergency. Since image is undeniably a key component of destination choice, content analysis approach was conducted using NVivo to measure the cognitive–affective image dimensions using a semantic differential scale. The results indicate that the campaigns conveyed inspiring messages of hope and trust to help restore tourists' confidence in their safety and emphasized the planning for future trips while aiming to reduce risk perception by highlighting that the destination is safe for travel. That way these campaigns are in close accordance with the literature focusing on corporate social responsibility applied to DMOs and image recovery strategies.

Citation

Frias, C., Pereira, A. and Jerónimo, A.P. (2021), "Destination Social Responsibility Strategy and DMOs’ Path to Recovery: The Case of Portugal", Seabra, C., Paiva, O., Silva, C. and Abrantes, J.L. (Ed.) Pandemics and Travel (Tourism Security-Safety and Post Conflict Destinations), Emerald Publishing Limited, Leeds, pp. 211-226. https://doi.org/10.1108/978-1-80071-070-220211013