Advertising and the transmission of security value on hotel unit websites during the 2020 crisis

Abstract

Advertising is resilient, adapting itself to reality, be it good or bad times, like the ones we live today. In the midst of a health crisis, advertising has become even more digital, but has continued to be governed by persuasive (rational and emotional) as well as informative principles. Emotional advertising imposes itself as dominant, despite the rational component being noticed in certain sectors such as the one we deal with here – the hotel industry. In this sector, the imperative of advertising communication is to communicate the values ​​of security and trust. The pandemic swept away the magnificent results that tourism presented in Portugal and, in the case of the hotel industry, among other ways, a constant speech of hard fight against insecurity, fear and mistrust is urgent so that people return to occupy empty spaces, which have prepared themselves according to legal regulations to safely receive their guests. For this, advertising served via the website has a decisive role, due to its attractiveness, reach power, among other factors.