The impact of the COVID-19 pandemic on marketing mix concepts used by hotel facilities. Theoretical and analytical considerations
The aim of the article is to identify changes in marketing instruments used by hotels as a result of the COVID-19 pandemic. To this end, the authors review selected marketing mix concepts found in the literature, list restrictions that the hotel industry in Poland was directly and indirectly affecte...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
WSB Poznań
2022-10-01
|
| Series: | Studia Periegetica |
| Subjects: | |
| Online Access: | http://studia-periegetica.com/gicid/01.3001.0016.0802 |
| _version_ | 1797962839066935296 |
|---|---|
| author | Marta Sidorkiewicz Katarzyna Orfin-Tomaszewska |
| author_facet | Marta Sidorkiewicz Katarzyna Orfin-Tomaszewska |
| author_sort | Marta Sidorkiewicz |
| collection | DOAJ |
| description | The aim of the article is to identify changes in marketing instruments used by hotels as a result of the COVID-19 pandemic. To this end, the authors review selected marketing mix concepts found in the literature, list restrictions that the hotel industry in Poland was directly and indirectly affected by during different periods of the pandemic, present changes in marketing tools (in particular 7P, 7C and 4V) used by different hotels in response to Covid restrictions in Poland and propose marketing tools that hotel facilities should introduce in order to prepare for future pandemics. Empirical data were collected by observation in the course of stays at eight Polish hotel facilities during the state of epidemic in Poland. It can be concluded that the pandemic definitely influenced the choice of marketing tools used by the surveyed hotels, regardless of the adopted marketing mix model. The state of epidemic in Poland and the resulting restrictions on the operation of hotels is an opportunity for hoteliers to reflect on how to deal with similar situations in the future.
|
| first_indexed | 2024-04-11T01:19:00Z |
| format | Article |
| id | doaj.art-f6caeb99f93f41c2989622d8d45114d1 |
| institution | Directory Open Access Journal |
| issn | 1897-9262 |
| language | English |
| last_indexed | 2024-04-11T01:19:00Z |
| publishDate | 2022-10-01 |
| publisher | WSB Poznań |
| record_format | Article |
| series | Studia Periegetica |
| spelling | doaj.art-f6caeb99f93f41c2989622d8d45114d12023-01-03T16:55:28ZengWSB PoznańStudia Periegetica1897-92622022-10-01393739410.5604/01.3001.0016.080201.3001.0016.0802The impact of the COVID-19 pandemic on marketing mix concepts used by hotel facilities. Theoretical and analytical considerationsMarta Sidorkiewicz0Katarzyna Orfin-Tomaszewska1University of Szczecin (Poland) Faculty of Economics, Finance and Management Institute of ManagementStanislaw Staszic State University of Applied Sciences in Piła (Poland)The aim of the article is to identify changes in marketing instruments used by hotels as a result of the COVID-19 pandemic. To this end, the authors review selected marketing mix concepts found in the literature, list restrictions that the hotel industry in Poland was directly and indirectly affected by during different periods of the pandemic, present changes in marketing tools (in particular 7P, 7C and 4V) used by different hotels in response to Covid restrictions in Poland and propose marketing tools that hotel facilities should introduce in order to prepare for future pandemics. Empirical data were collected by observation in the course of stays at eight Polish hotel facilities during the state of epidemic in Poland. It can be concluded that the pandemic definitely influenced the choice of marketing tools used by the surveyed hotels, regardless of the adopted marketing mix model. The state of epidemic in Poland and the resulting restrictions on the operation of hotels is an opportunity for hoteliers to reflect on how to deal with similar situations in the future. http://studia-periegetica.com/gicid/01.3001.0016.0802marketing mixhospitality industryCOVID-19 |
| spellingShingle | Marta Sidorkiewicz Katarzyna Orfin-Tomaszewska The impact of the COVID-19 pandemic on marketing mix concepts used by hotel facilities. Theoretical and analytical considerations Studia Periegetica marketing mix hospitality industry COVID-19 |
| title | The impact of the COVID-19 pandemic on marketing mix concepts used by hotel facilities. Theoretical and analytical considerations |
| title_full | The impact of the COVID-19 pandemic on marketing mix concepts used by hotel facilities. Theoretical and analytical considerations |
| title_fullStr | The impact of the COVID-19 pandemic on marketing mix concepts used by hotel facilities. Theoretical and analytical considerations |
| title_full_unstemmed | The impact of the COVID-19 pandemic on marketing mix concepts used by hotel facilities. Theoretical and analytical considerations |
| title_short | The impact of the COVID-19 pandemic on marketing mix concepts used by hotel facilities. Theoretical and analytical considerations |
| title_sort | impact of the covid 19 pandemic on marketing mix concepts used by hotel facilities theoretical and analytical considerations |
| topic | marketing mix hospitality industry COVID-19 |
| url | http://studia-periegetica.com/gicid/01.3001.0016.0802 |
| work_keys_str_mv | AT martasidorkiewicz theimpactofthecovid19pandemiconmarketingmixconceptsusedbyhotelfacilitiestheoreticalandanalyticalconsiderations AT katarzynaorfintomaszewska theimpactofthecovid19pandemiconmarketingmixconceptsusedbyhotelfacilitiestheoreticalandanalyticalconsiderations AT martasidorkiewicz impactofthecovid19pandemiconmarketingmixconceptsusedbyhotelfacilitiestheoreticalandanalyticalconsiderations AT katarzynaorfintomaszewska impactofthecovid19pandemiconmarketingmixconceptsusedbyhotelfacilitiestheoreticalandanalyticalconsiderations |