Marketing messages for post-pandemic destination recovery- A Delphi study

ABSTRACT

What is the best way to communicate with American outbound visitors as the travel recommences after the COVID-19 pandemic? This timely study aimed to find answers to this question faced by many destinations. To this end, ideas were sought from industry and academic experts on what message features may positively influence American visitors international travel intentions following the COVID-19 pandemic. Three rounds of conventional Delphi research delivered fifteen message features, eight of which attained panel consensus. These included COVID-related features such as safety , accurate pandemic information , a show of open outdoor spaces , and building visitor confidence along with destination-related features including positive destination attributes, authentic local experience, locals support , and reminder of joys of travel . Each message feature is discussed in detail with implications to the prescribed context.