Adaptive public relations and marketing in tourism: how South African timeshare businesses responded to the Covid-19 crisis

South Africa is one of the most popular tourist destinations on the African continent, with timeshares—vacation properties shared by multiple owners—being an important feature of the tourism industry as it contributes significant growth and sustainability of tourist destinations. After its introduction in the 1960s, timeshare gained popularity through its capability to provide luxury holiday affordability and security in South Africa. Since then, timeshare businesses have used traditional public relations, marketing, advertising strategies and tactics to increase brand awareness and reach sales targets. During the difficult COVID-19 period, global tourism declined drastically due to travel restrictions, extreme lockdowns and tight regulations, forcing businesses to adapt their marketing strategies to cope with unprecedented challenges and the loss of customers. Before the pandemic’s culmination, travel agencies and timeshares thus utilized digital marketing and social media to effectively strategise and publicly engage with their audiences online. Drawing upon McGuire’s (1969) theory of information processing, and Echtner and Ritchie’s (1993) destination image branding, a content and thematic analysis of two South African timeshare companies and their Facebook page content was studied to investigate the public relations tactics and marketing strategies implemented during the COVID-19 pandemic. Key findings reveal that timeshares engaged publicly with customers through posts which stimulated online participation, which included the sharing of images, information, updates, competitions and discounts, thus maximising the potential of social media to engage with stakeholders on a short to long term basis.