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Sustainable Communication and Digital Marketing and Tourism in the Covid-19 Era: Global and Local Perspectives

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A special issue of Sustainability (ISSN 2071-1050). This special issue belongs to the section "Tourism, Culture, and Heritage".

Deadline for manuscript submissions: closed (31 January 2022) | Viewed by 11727

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Special Issue Editor

Prof. Dr. Androniki Kavoura

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Guest Editor

Department of Business Administration, University of West Attica, 122 43 Athens, Greece
Interests: communication; advertising; tourism; cultural policy; branding
Special Issues, Collections and Topics in MDPI journals

Special Issue Information

Dear Colleagues,

In these unprecedented times in which humanity currently resides due to COVID-19, i.e., the international lockdowns that have been enforced for many months all over the world, the suffering of industries with unforeseen recovery time nor a vision of light at the end of the tunnel has brought the issue of digital marketing and sustainable communication to the forefront in order to adapt to the new emerging challenges for consumers and organizations.

People change their behavior patterns, new preferences and trends emerge, cutting-edge technologies and digital transformation take place, and online communication is accelerated due to the conditions created by the pandemic.

This Special Issue aims to investigate critical reflections on digital entrepreneurship, as well as technological innovation in marketing and tourism, while financial issues need to be taken into consideration for the sustainable goals of a company.

We invite researchers to submit original papers that include conceptual, empirical, analytical, or design-oriented methodologies. The Special Issue seeks papers including (but not limited to) the following themes:

Digital Entrepreneurship and Online communication
Tourism marketing, digital marketing, social media, and brand co-creation;
Social media communication in the hospitality industry
Communication policies and social media’s implementation in the COVID-19 era
Digital transformation in tourism marketing communication
Implementation of sustainability practices in digital marketing and financial viability

Prof. Dr. Androniki Kavoura
Guest Editor

Manuscript Submission Information

Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All submissions that pass pre-check are peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as short communications are invited. For planned papers, a title and short abstract (about 100 words) can be sent to the Editorial Office for announcement on this website.

Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a single-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Sustainability is an international peer-reviewed open access semimonthly journal published by MDPI.

Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 2400 CHF (Swiss Francs). Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions.

Keywords

digital entrepreneurship
online communication
tourism marketing
communication policies
COVID-19
digital marketing
sustainability

Published Papers (3 papers)

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19 pages, 3695 KiB

Open AccessEditor’s ChoiceArticle

Tourism and COVID-19: The Show Must Go On

by Teresa Borges-Tiago, Sandra Silva, Sónia Avelar, João Pedro Couto, Luíz Mendes-Filho and Flávio Tiago

Sustainability 2021, 13(22), 12471; https://0-doi-org.brum.beds.ac.uk/10.3390/su132212471 - 11 Nov 2021

Cited by 9 | Viewed by 3154

Abstract

Tourism and hospitality actors face an unprecedented challenge in reigniting these industries through digital communication. All past knowledge regarding tourist behavior and preferences has been rendered irrelevant since the outbreak of the COVID-19 pandemic and its resulting enforced changes. Several reports have pointed to the existence of a travel sentiment that may be actionable by communication. This work attempts to reveal some of the elements that may compose this travel sentiment. To pursue this aim, an online pilot survey was conducted among those who were regular travelers before the COVID-19 outbreak. The data was used to validate the conceptual model through a partial least squares structural equation model estimation. The findings revealed that travel constraints are the most influential dimension, along with social media and technology usage, in affecting tourist behavior. Thus, in their communication strategy, tourism and hospitality players should reinforce the health- and hygiene-related measures taken, while simultaneously promoting the trustworthiness of the shared information. Full article

(This article belongs to the Special Issue Sustainable Communication and Digital Marketing and Tourism in the Covid-19 Era: Global and Local Perspectives)

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Graphical abstract

21 pages, 5105 KiB

Open AccessArticle

A Content and Sentiment Analysis of Greek Tweets during the Pandemic

by Dimitrios Kydros, Maria Argyropoulou and Vasiliki Vrana

Sustainability 2021, 13(11), 6150; https://0-doi-org.brum.beds.ac.uk/10.3390/su13116150 - 30 May 2021

Cited by 30 | Viewed by 4635

Abstract

During the time of the coronavirus, strict prevention policies, social distancing, and limited contact with others were enforced in Greece. As a result, Twitter and other social media became an important place of interaction, and conversation became online. The aim of this study is to examine Twitter discussions around COVID-19 in Greece. Twitter was chosen because of the critical role it played during the global health crisis. Tweets were recorded over four time periods. NodeXL Pro was used to identify word pairs, create semantic networks, and analyze them. A lexicon-based sentiment analysis was also performed. The main topics of conversation were extracted. “New cases” are heavily discussed throughout, showing fear of transmission of the virus in the community. Mood analysis showed fluctuations in mood over time. Positive emotions weakened and negative emotions increased. Fear is the dominant sentiment. Timely knowledge of people’s sentiment can be valuable for government agencies to develop efficient strategies to better manage the situation and use efficient communication guidelines in Twitter to disseminate accurate, reliable information and control panic. Full article

(This article belongs to the Special Issue Sustainable Communication and Digital Marketing and Tourism in the Covid-19 Era: Global and Local Perspectives)

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Other

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20 pages, 504 KiB

Open AccessConcept Paper

Digital Entrepreneurship via Sustainable Online Communication of Dentistry Profession, Oradea, Romania: A Longitudinal Analysis

by Felicia Constantin and Androniki Kavoura

Sustainability 2022, 14(2), 802; https://0-doi-org.brum.beds.ac.uk/10.3390/su14020802 - 11 Jan 2022

Cited by 7 | Viewed by 2992

Abstract

Dentistry is an entrepreneurially oriented public interest profession that must maintain a balance between professional specificity and business sustainability. Communicating with patients is vital in a competitive system, and the dentist needs to use handy resources such as websites and social media. The aim of this research is (a) to examine whether websites and social networks are a digital entrepreneurship tool used in the dentistry profession in Oradea, a city in full economic development in Romania, to promote the profession nationally and internationally, (b) to compare the changes made using digital tools in the period between 2018–2021 for all licensed dentists in the mentioned city (between 430–450 people, depending on the stage of analysis) using the content analysis method and (c) to identify how the lockdown period imposed by the emergence of the COVID-19 pandemic influenced not only the sustainability of the medical services provided to the population but also the communication practices of the dental offices. The results of examining the dentist’s online presence reveal that there is an interest among practitioners to grow their business sustainably through a digital presence that is increasingly relevant to them and their clients, but the potential remains under-exploited. Full article

(This article belongs to the Special Issue Sustainable Communication and Digital Marketing and Tourism in the Covid-19 Era: Global and Local Perspectives)

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