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.
Inglese
2023
Elsevier
United Kingdom
internazionale
esperti anonimi
con ISI Impact Factor
A stampa
Settore SECS-P/07 - Economia Aziendale
3
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10808/48724
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