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Scientific paper - Original scientific paper
Challenges and sources of advertising in agritourism during the COVID-19 pandemic
In: 11. Međunarodni znanstveni simpozij Gospodarstvo istočne Hrvatske – jučer, danas, sutra. Osijek: Ekonomski fakultet Sveučilišta Josipa Jurja Strossmayera u Osijeku, 2022. pp. 226-240. urn:nbn:hr:165:869502
Gregorić, Marina; Kovačević, Martina; Tubić, Dejan

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Gregorić, M., Kovačević, M. & Tubić, D. (2022). Challenges and sources of advertising in agritourism during the COVID-19 pandemic. 11. Međunarodni znanstveni simpozij Gospodarstvo istočne Hrvatske – jučer, danas, sutra (pp. 226-240). Osijek: Ekonomski fakultet Sveučilišta Josipa Jurja Strossmayera u Osijeku. Retrieved from https://urn.nsk.hr/urn:nbn:hr:165:869502

Gregorić, Marina, et al. "Challenges and sources of advertising in agritourism during the COVID-19 pandemic." 11. Međunarodni znanstveni simpozij Gospodarstvo istočne Hrvatske – jučer, danas, sutra, Osijek: Ekonomski fakultet Sveučilišta Josipa Jurja Strossmayera u Osijeku, 2022, pp. 226-240. https://urn.nsk.hr/urn:nbn:hr:165:869502

Gregorić, Marina, Martina Kovačević and Dejan Tubić. "Challenges and sources of advertising in agritourism during the COVID-19 pandemic." In 11. Međunarodni znanstveni simpozij Gospodarstvo istočne Hrvatske – jučer, danas, sutra, 226-240. Osijek: Ekonomski fakultet Sveučilišta Josipa Jurja Strossmayera u Osijeku, 2022. Accessed 2025 January 21. https://urn.nsk.hr/urn:nbn:hr:165:869502

Gregorić, M., Kovačević, M. and Tubić, D. (2022) 'Challenges and sources of advertising in agritourism during the COVID-19 pandemic', 11. Međunarodni znanstveni simpozij Gospodarstvo istočne Hrvatske – jučer, danas, sutra, Osijek: Ekonomski fakultet Sveučilišta Josipa Jurja Strossmayera u Osijeku, pp. 226-240. Available at: https://urn.nsk.hr/urn:nbn:hr:165:869502 (Accessed 21 January 2025)

Gregorić M, Kovačević M, Tubić D. Challenges and sources of advertising in agritourism during the COVID-19 pandemic. 11. Međunarodni znanstveni simpozij Gospodarstvo istočne Hrvatske – jučer, danas, sutra. Osijek: Ekonomski fakultet Sveučilišta Josipa Jurja Strossmayera u Osijeku; 2022. Pp. 226-240. [cited 2025 January 21] Available at: https://urn.nsk.hr/urn:nbn:hr:165:869502

M. Gregorić, M. Kovačević and D. Tubić, "Challenges and sources of advertising in agritourism during the COVID-19 pandemic", 11. Međunarodni znanstveni simpozij Gospodarstvo istočne Hrvatske – jučer, danas, sutra Osijek: Ekonomski fakultet Sveučilišta Josipa Jurja Strossmayera u Osijeku, 2022. [Online] Available at: https://urn.nsk.hr/urn:nbn:hr:165:869502 [Accessed: 21 January 2025]

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Metadata
Title (english)Challenges and sources of advertising in agritourism during the COVID-19 pandemic
AuthorMarina Gregorić
AuthorMartina Kovačević
AuthorDejan Tubić
Author's institutionVirovitica University of Applied Sciences
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract (english)
With the emergence of the COVID-19 pandemic, the tourism market faces many challenges, including the Agritourism business. Because of the necessary measures introduced to reduce the spread of the virus, travel and tourist movements have been reduced. Therefore, agritourism is forced to focus its advertising methods on online sources to attract tourist demand for its facilities, products, and services. This paper explores the challenges agritourism has faced in promoting and advertising and how they have adapted to new digital and online advertising opportunities. The paper aims to identify new advertising challenges during the pandemic and analyze the importance of internet sales and security as the most significant attractive factor caused by the pandemic outbreak. The survey was conducted on a sample of 83 holders/owners of Agritourism in the Republic of Croatia. Through empirical research, respondents were offered questions in three thematic units: general data of objects, advertising methods, and content of posts. In order to meet the objectives of the paper, three hypotheses were given. The validation of hypotheses is processed using the statistical method of measurement known as the McNemar's test and descriptive statistics and analysis. The research results indicate the presence of advertising challenges in the new business conditions, the weaker representation of the use of traditional sources of advertising (while online advertising remains without significant changes), the under-representation of internet sales, and security, whose importance is recognized but under-promoted. The contribution of the work is reflected in the presentation of the trend of online advertising as an indispensable tool for attracting more visitors and tourists. At the same time, this topic notices the emergence of new requirements and ways of communication with tourists during the COVID19 pandemic outbreak.
Keywords (english)
Languageenglish
Publication typeScientific paper - Original scientific paper
Publication statusPublished
Peer reviewPeer review
Publication versionPublished version
Publication title11. Međunarodni znanstveni simpozij Gospodarstvo istočne Hrvatske – jučer, danas, sutra
Numberingpp. 226-240
p-ISSN1848-9559
URN:NBNurn:nbn:hr:165:869502
Online first2022
ConferenceTitle: 11th International Scientific Symposium Region, Entrepreneurship, Development (RED 2022)
Location: Osijek, Croatia
Start date: 2022-06-09
End date: 2022-06-11
Assembly type: Lecture
Document URLhttps://www.efos.unios.hr/wp-content/uploads/2023/06/RED-2022-Proceedings.pdf
Type of resourceText
PublisherOsijek: Ekonomski fakultet Sveučilišta Josipa Jurja Strossmayera u Osijeku
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2025-01-17 19:10:19