Who Should You Market to in a Crisis? Examining Plog’s Model during the COVID-19 Pandemic

The COVID-19 pandemic has presented many challenges to destinations. Even those with thoughtful and comprehensive crisis management plans likely have struggled to navigate this difficult period. This research, based upon an application of Plog’s Model of Allocentricity and Psychocentricity and utili...

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Bibliographic Details
Published in:Journal of travel research 2022-05, Vol.61 (5), p.981-989
Main Authors: Litvin, Stephen W., Guttentag, Daniel, Smith, Wayne W.
Format: Article
Language:English
Subjects:
Consumer attitudes
Coronaviruses
COVID-19
Management of crises
Pandemics
Tourism
Travel
Vacations
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Summary:The COVID-19 pandemic has presented many challenges to destinations. Even those with thoughtful and comprehensive crisis management plans likely have struggled to navigate this difficult period. This research, based upon an application of Plog’s Model of Allocentricity and Psychocentricity and utilizing data collected during the early stages of the pandemic, provides insight regarding consumer attitudes toward vacation and VFR travel from early in the pandemic when no end to the crisis was in sight. The research provides strategic guidance to tourism marketers as they look for solutions during future challenging times.
ISSN:0047-2875
1552-6763
DOI:10.1177/00472875211018502