Who Should You Market to in a Crisis? Examining Plog’s Model during the COVID-19 Pandemic
基于Plog模型，利用疫情早期数据分析消费者对度假和探亲访友旅行的态度，为旅游营销人员在危机中提供策略指导。
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.