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여행 및 관광업용 소셜미디어에 대한 신종 코로나바이러스 감염증(Covid-19)의 영향 : 테마별 분석

Impact on Travel and Tourism Social Media - COVID-19 - Thematic Research

리서치사 GlobalData
발행일 2020년 06월 상품 코드 944095
페이지 정보 영문 19 Pages
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여행 및 관광업용 소셜미디어에 대한 신종 코로나바이러스 감염증(Covid-19)의 영향 : 테마별 분석 Impact on Travel and Tourism Social Media - COVID-19 - Thematic Research
발행일 : 2020년 06월 페이지 정보 : 영문 19 Pages

신종 코로나바이러스 감염증(Covid-19)의 감염 확대는 세계의 여행·관광 업계에 중대한 영향을 미치고 있으나, 타개책으로서 소셜미디어(Instagram, Facebook, YouTube, TikTok 등)를 통해 전 세계 소비자와의 접촉을 유지하고자 하는 동향이 확대되고 있습니다. 향후 규제가 완화·해제될 경우, 소셜미디어는 업계의 구조 변화를 촉진하는 중요한 테마 중 하나입니다.

세계의 여행 및 관광업용 소셜미디어에 대해 Covid-19가 미치는 영향을 분석했으며, 업계 전체 및 각 부문에 대한 영향, 업계 관계자가 현재까지 취한 대응책, 장기적인 영향(특히 업계 구조의 변화에 대한 영향), 향후 시장 기회·과제 등의 정보를 정리하여 전해드립니다.

목차

사례 연구

  • 국제기관
  • DMO(Destination management organizations)
  • 항공회사
  • 숙박시설
  • 크루즈선 오퍼레이터
  • 여행업체
  • Covid-19의 소셜미디어에 대한 영향

분야별 스코어카드 : 소셜미디어

  • 기업 개요
  • 테마별 평가
  • 실적 지표 평가
  • 리스크 평가

테마 개요

  • 신종 코로나바이러스 감염증(Covid-19)이란 무엇인가?
  • 부록 : 'Thematic Research' 분석 방법
KSA 20.07.08

Social media has been vital for consumers, suppliers, workforce and partners to remain engaged amidst this exogenous event of COVID-19.

This thematic research report takes an in-depth look at the theme of Social Media and its impact on travel and tourism during COVID-19 affecting super-national organizations, DMO's, airlines, lodging providers, cruise operators and travel intermediaries. This report analyzes the major impacts that may become longstanding and then presents an array of case studies demonstrating the creative and innovative ways companies and organizations have acted during this time.

"Social media has most openly been utilized as a tool for travel businesses and DMO's to maintain contact with consumers worldwide - to generate wanderlust and look towards recovery when travel is once again possible.Even though the battle with COVID-19 is now beginning to lessen and restrictions are easing, it is clear there will be long-standing impacts on consumer behavior and social media is one of the major themes that will drive future changes".

Key Highlights

  • To escape stringent lockdown restrictions, browsing time across social media platforms has dramatically increased. For optimized results, companies and governmental organizations alike need to be investing in multi-channel engagement to generate the best interest. Platforms such as Instagram, Facebook and Youtube have been most commonly used but TikTok clearly has untapped marketing potential.
  • User generated content (UGC) offers an unvarnished personal experience of a brand and will likely be heavily relied upon in future travel decisions. This further poses that online reputational management will be key to battle consumer angst following the offset of this pandemic.
  • This has been a critical time for consumer engagement but industries that have invested in workforce and supplier partnerships will undoubtedly emerge more united and in a stronger position for recovery.
  • Numerous travel suppliers and DMO's have worked with influencers in the past to attract younger generations that frequent these channels. Elite and young independent travelers are identified as the most daring and first to embark on international travel but influencers hold high potential and their value should not be underestimated.
  • To ease uncertainties, travel marketers across all industries need to be discoverable across Chinese social media platforms such as Weibo and Wechat to hinder negativity and reform trust. Anti-Asian racism fears are real and this engagement will be critical to battle negativity and service the largest outbound source market in the world.

Scope

  • This thematic report provides an overview of the impact of COVID-19 on travel and tourism social media.
  • The key trends within this theme look to COVID-19, the experience economy, niche tourism, online travel and social currency - but an array of themes are relevant.
  • Several case studies are included to identify the ways in which super-national organizations such as the United World Tourism Organization (UNWTO), DMO's, airlines, lodging providers, cruise operators and travel intermediaries are utilizing social media during this pandemic.
  • Our unique thematic analysis deep dives into the long-standing impacts that will change consumer behavior on social media amidst this crisis and companies that are knowledgeable will likely be at the forefront for a stronger recovery.
  • DMO's such as VisitNorway and TourismAustralia have most effectively utilized social media on the offset of this pandemic introducing video content, live and immersive experiences followed by interactive content for consumers and stakeholders alike.

Reasons to Buy

  • Understand how COVID-19 has impacted social media for the travel and tourism sector in both the short and long-term.
  • See how these long-term impacts will drive consumer behavior and supply chain engagement post-pandemic that will help to form effective strategies to withstand this global crisis.
  • Access how social media has been utilized across the sector during COVID-19 understanding how some industries and companies have been using this better than others and the reasons behind this.
  • GlobalData's thematic research ecosystem is a single, integrated global research platform that provides an easy-to-use framework for tracking all themes across all companies in all sectors.
  • It has a proven track record of identifying the important themes early, enabling companies to make the right investments ahead of the competition, and secure that all-important competitive advantage.

Table of Contents

Table of Contents

  • COVID-19 IS NOW A MAJOR THEME FOR 2020
  • COVID-19 IMPACT ON TRAVEL AND TOURISM SOCIAL MEDIA

CASE STUDIES

  • Supranational organizations
  • Destination management organizations (DMO's)
  • Airlines
  • Lodging providers
  • Cruise operators
  • Travel intermediaries
  • COVID-19 IMPACT ON SOCIAL MEDIA

SOCIAL MEDIA SECTOR SCORECARD

  • Who's who
  • Thematic screen
  • Valuation screen
  • Risk screen

THEMATIC BRIEFING

  • What is COVID-19?
  • APPENDIX: OUR THEMATIC RESEARCH METHODOLOGY
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