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COMMUNICATION MODEL OF THE CAMPAIGN »MEĐIMURJE DAJE VIŠE«, WITH THE AIM OF REDUCING THE NEGATIVE IMPACT OF THE COVID 19 VIRUS PANDEMIC ON THE TOURIST RESULTS OF MEĐIMURJE COUNTY

The paper deals with the communication model and the results achieved by the campaign »Međimurje daje više«,(»Međimurje Gives More« led with the aim of reducing the negative economic consequences of the COVID 19 pandemic on the tourist results of Međimurje County from 15.6.2020 to 15.9.2020. The starting point is the fact that the outbreak of a pandemic plays an important role in the social habits of tourists and results in changes in their needs, but also the capabilities of providers and users of tourist services / offers. The paper identifies and analyzes the factors of the persuasive communication model that will positively influence the sustainable tourism and recovery of Međimurje as a tourist destination through nudge tools. The paper is based on descriptive and developmental research, descriptive methods of synthesis and analysis, comparisons, and the collected data are systematized and compared and qualitatively and quantitatively presented in tables and graphs. The central point of the paper is the thesis that the use of new, alternative communication models and tools is crucial for the crisis management, as well as professionalism of employees at all levels of the tourism industry.