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COVID-19 影響奥地利鄉村旅遊行銷策略與對策的目的地管理

為了解決chloe ting的問題，作者施美雅 這樣論述：

Rural tourism is the most important form of tourism in Austria. In the past years, the tourism industry had been growing and an increasing number of tourists have already visited fa- mous places and wish to discover alternative destinations that are less frequented by other travelers. As a growing

number of people live in urban regions, many tourists want to expe- rience a change of scenery when they travel and are therefore attracted to rural areas to spend their vacation there. In 2020, the COVID-19 crisis has caused a collapse of the pre- viously flourishing tourism industry. Travel restri

ctions, nationwide lockdowns and constant uncertainty have challenged tourism businesses and destinations during the pandemic. When businesses had to stop their operations, managers were required to apply crisis man- agement techniques and to show resilience that they had built in the pre-crisis sta

ge.The aim of this study is to identify how the COVID-19 pandemic has affected rural tourism in Austria and how tourism businesses can build resilience for times of crisis. Furthermore, this research intends to detect opportunities for tourism destinations in rural regions of Aus- tria that have res

ulted from the crisis. Finally, the objective of this paper is to derive strate- gies for destination management organizations to overcome the crisis and to be prepared for tourism in the post COVID-19 era.The empirical part of this study has been conducted as semi-structured expert interviews. A to

tal of nine in-depth interviews were conducted. Five of them were held with represent- atives of innovative tourism businesses that operate in rural regions of Austria, and four were conducted with experts from rural destination management organizations.The findings of this study demonstrate that th

e major impacts of COVID-19 on rural tourism in Austria were a loss in revenue due to a pause of business operations during the lock- downs, and a change in the guest structure from international tourists to domestic tourists. The tourism businesses have built resilience by making sure to keep emplo

yees motivated, even though the businesses were temporally closed. Moreover, some tourism businesses have learnt from past crises and could apply their gained knowledge in the management of the current pandemic. A diversification of income streams helped companies financially, as they were not depen

dent on one single source of income. Finally, a good relationship to customers increases customer loyalty and encourages the visitors’ will to support a busi- ness in times of crisis.Further outcomes show that rural tourism in Austria is expected to grow in popularity and that there is likely to be

a lack of employees in tourism after the COVID-19 pandemic. In- dustry experts perceive that tourists have an increased desire to be outdoors and to spend time in nature. Travelers have shown augmented appreciation for the feeling of freedom and the personal space provided by rural regions. This cau

sed a shift in their priorities and a change in the consumer behavior. For many tourists, high quality, regionality and safety now play a more important role than the price of the holiday. Hence, rural tourism destina- tions need to focus on growth in terms of quality rather than a growth in terms o

f quantity. This is reconfirmed by the fact that tourists demand more personal space for themselves and their families and tend to avoid sharing common spaces with other guests for safety reasons. Additionally, sustainability plays in increasingly important role, as tourists are be- coming more awar

e of the impact of their behavior. Tourism development needs to focus on sustainable growth that mitigates a negative impact on the environment, the local com- munity, the cultural heritage, and the natural environment. In order to achieve this, all stake- holders need to be included in tourism plan

ning and work on a common goal. As rural tour- ism in Austria is expected to have a prosperous future, it is crucial to implement visitor flow management techniques to reduce negative consequences of overtourism.The COVID-19 crisis brings several opportunities for rural tourism in Austria. As there

is a rising work-from-home trend, destinations may create business and leisure offers that fulfill the needs of people who need to work when they travel. Health has become a center of attention and many tourists take care of their health by eating healthy, doing sports, and spending time in nature.

Especially health and wellness offers in natural surroundings may attract visitors in the post COVID-19 era. Camping and glamping are trending forms of tour- ism as they combine personal space with the feeling of being outdoors and in nature. More- over, offering regional food experiences where tour

ists get to know local producers and consume regionally produced meals responds to several trends and desires of tourists. Fi- nally, smart specialization by focusing on a specific niche and serving the needs of a very specific target group is aligned with the objective of qualitative growth and shi

fting away from mass tourism.