The COVID-19 pandemic enhanced social media communications at a time individuals were unable to leave their homes due to the lockdown measures. A lack of research has been identified on how destination marketing organizations use social media during global health crises. Addressing this gap, the present research uses a mixed-method approach to examine the use of Instagram by Milan and Paris’ Destination Marketing Organi- zations before and during COVID-19 and user engagement with it. Via a quantitative content analysis, Study 1 reveals communication differences between destinations and a change in promotion focus during the pandemic. Both DMOs focus on posts portraying “Culture, History and Art”, which signifies stability and eternity as opposed to uncertain times. Using a thematic analysis, Study 2 reveals that both organizations promoted pro-social behavior also by employing influencers. Overall, research results document tourism organizations’ pro-social use of social media during a global health crisis.
Pictures of a crisis. Destination marketing organizations’ Instagram communication before and during a global health crisis, 2023.
Pictures of a crisis. Destination marketing organizations’ Instagram communication before and during a global health crisis
Mele Emanuele;De Carlo Manuela
2023-01-01
Abstract
The COVID-19 pandemic enhanced social media communications at a time individuals were unable to leave their homes due to the lockdown measures. A lack of research has been identified on how destination marketing organizations use social media during global health crises. Addressing this gap, the present research uses a mixed-method approach to examine the use of Instagram by Milan and Paris’ Destination Marketing Organi- zations before and during COVID-19 and user engagement with it. Via a quantitative content analysis, Study 1 reveals communication differences between destinations and a change in promotion focus during the pandemic. Both DMOs focus on posts portraying “Culture, History and Art”, which signifies stability and eternity as opposed to uncertain times. Using a thematic analysis, Study 2 reveals that both organizations promoted pro-social behavior also by employing influencers. Overall, research results document tourism organizations’ pro-social use of social media during a global health crisis.File | Dimensione | Formato | |
---|---|---|---|
Filieri_Mele_De Carlo_JBR 2023.pdf
Open Access
Dimensione
7.55 MB
Formato
Adobe PDF
|
7.55 MB | Adobe PDF | Visualizza/Apri |
I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.