From an online journey to a physical presence in a destination: digital strategies for the recovery of the industry post-COVID19. The case of the Van Gogh Sites Foundation

The present paper is the outcome of a master dissertation research at the Van Gogh Sites Foundation and investigated digital strategies and customer journeys to engage and attract potential audiences to visit physical locations. The research was conducted right before the pandemic, so the focus was not on the recovery of tourism specifically, but on encouraging visitors to go to less known and crowded areas, creating a more conscious and sustainable means of travelling by expanding the possibilities of places to be visited.
Taking into account the present pandemic context, this paper can also join in the efforts to contribute to the recovery of the industry by sharing the digital strategies designed in this research, creating inspiring online journeys to promote physical attractions.