The Effect of COVID 19 on Tourism Marketing Recovery Strategies: The Case of selected tour operator

Abstract

The purpose of this research study was to identify effects of COVID19 and Tourism Marketing recovery strategies onthe case of selected tour operator in Addis Ababa. The study applied quantitative research approach and data was collected by various means with strict procedure. Secondary data supplemented by primary data using questionnaire was collected and used for the analysis. A total of 298 tour operators showed interest to be participated in the questionnaire and only the responses of 290 adequate responses were given that have been analysed on SPSS version 20. interpreted in frequencies and percentages. The results are presented in figures and tables. The major findings of the study with regard to preventive, response, recovery and preparedness strategies revealed that those factors plays a major role in COVID19 recovery marketing strategy. This is exhibited by a positive correlation that was found after a regression done on preventive, preparedness, response and recovery in relation to marketing strategy.