#visitlater. The challenges of Tourism in times of COVID-19 pandemic.

• Autor(a) principal: de Faria Nogueira, Maria Alice
• Data de Publicação: 2021
• Tipo de documento: Artigo
• Idioma: por; eng
• Título da fonte: Marketing & Tourism Review
• Texto Completo: https://revistas.face.ufmg.br/index.php/mtr/article/view/7228
• topic: #visitedepois; Catalunha; Demarketing; Pandemia Covid-19; Mobilidades turísticas; #visitlater; Cata; Catalonia; Covid-19 pandemic; Tourism mobilities

This article explores the challenges presented by tourism recovery in times of the coronavirus pandemic. As a starting point, it presents some demarketing strategies (Kotler & Levy, 1971) implemented in March 2020, which urged tourists not to travel, during the pandemic period. Indexed in hashtags #visitedepois, #visitlater, #yomequedoencasa, #fiqueemcasa, #stayhome, among others, the campaigns “Don’t go” shed light on the paper’s main research question: how will tourism activity accommodate the circulation of people searching for an escape to ordinary life (URRY, 2001) strongly affected by COVID-19 threat, being aware that those same people are potential vectors of contamination, preventing the trip from being a form of escape, and transforming it into a daily experience of the limits of contact and social isolation. Based on the methodological approach of depth hermeneutics (Thompson, 2000; Nogueira, 2015), the article deals with a multidisciplinary frameword and dialogues with authors from areas like Tourism, Social Communication, Social Sciences and Marketing (Urry, 1995; 2001; 2007; Urry & Larsen, 2011; Bessa & Alvarez, 2014; Freire-Medeiros, 2007; Esteves, 2016; Harvey, 1996; among others) to analyse the case of the Catalonia Region, in Spain. The campaign “Visit Catalonia Later” and, afterwards, the global marketing action called “Catalunya és Casa Teva”, are examples of the challenges faced by tourism in times of pandemic for the success of a destination marketing action can also indicate, as in that case, a sanitary failure that can put at risk the lives of the population.