1,720,986 research outputs found
Communication strategies in the tourism and hospitality sector during the Covid-19 pandemic: A systematic literature review
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Social media communication during health crises: an insight from the cruise industry
No full textPurpose – This PhD thesis aims to explore the crisis communication response strategies, adopted through social media, by the cruise industry in the aftermath of the Covid-19 pandemic. Furthermore, the study aims to evaluate the effectiveness of these strategies by assessing how they are perceived by the public, in terms of sentiment and emotions aroused.
Design/Methodology/Approach – After the development of two systematic literature reviews, one focusing on crisis communication and social media, and the other on crisis communication on social media in the context of health crises, the focus was placed on an industry that has been particularly affected by multiple health crises: the cruise industry.
In order to explore crisis communication from a corporate perspective, a content analysis of the crisis communication strategies adopted by the top three cruise lines by market share in 2021 on Twitter (now X) was conducted using Nvivo software. At the same time, to assess the public's appreciation of the strategies used, sentiment analysis and emotion detection were developed by analyzing the comments made by users on Twitter in the context of corporate communications, using the KNIME and R software.
Findings – The results revealed the most popular crisis communication response strategies adopted on Twitter by the three cruise lines during the different phases of the Covid-19 pandemic and the communication strategies that were most effective in managing the crisis, i.e., able to generate positive public sentiment and favorable emotions, both aspects capable of containing the negative effects of the crisis and allowing a faster business recovery.
Theoretical and Managerial Implications – This study provides numerous theoretical and managerial implications. From a theoretical point of view, it enriches and renews the theoretical framework of Situational Crisis Communication Theory, widely discussed in the literature. From a managerial point of view, the study provides useful indications for managers to better cope with future crises, improving the cruise business's resilience.
Research Limitations – This study, however, is not without its limitations. Firstly, it examines crisis communication response strategies conveyed only on Twitter; therefore, future studies could delve into the communication used on multiple social media channels. Scholars could also develop comparisons between the cruise industry and other industries in the tourism and hospitality sectors to highlight any differences. Furthermore, future research could enhance and overcome the limitations of the two methodologies adopted in this study, i.e., content and sentiment analysis.
Originality/Value – Studies exploring the topic of crisis communication from an empirical perspective are rare in the literature. The originality of this study lies in observing the topic of crisis communication from a dual perspective, the corporate and consumer viewpoint, through the combination of a content and sentiment analysis. In the literature, there is still a lack of studies that combine these two analyses to evaluate and assess the effectiveness of corporate strategies in terms of audience appreciation
Communication during the Covid-19 Pandemic: A Systematic Literature Review in the Tourism and Hospitality Sector
No full textPurpose - The purpose of this article is to investigate as communication has been used for the recovery of the tourism and hospitality sector during the crisis generated by the Covid-19 pandemic.
Design/methodology/approach - The paper develops a systematic literature review, employing a text mining analysis. In particular, the selected sample consists of 44 studies, whose content has been analyzed using the KNIME analytical software.
Findings - The study helps bring out how communication has been used during the pandemic, in order to relaunch the sector after the Covid-19 health crisis. Corporate communication will have to focus on the right messages, enhancing new trends related to security, sustainability, digitalization and resilience.
Research limitations - The sample of articles and the used units of analysis could be expanded in future studies to contribute to future discussions on the topic.
Practical implications - The results of the study could be used by practitioners for the creation of effective communication strategies, capable to ensure business persistence and success, even in particularly adverse conditions, like a pandemic.
Originality/Value - The study enhances the understanding of how communication has been used in the tourism and hospitality sector during the current pandemic and provides a critical state of the art of the research on the topic. Moreover, the value of the study lies in providing corporate managers with up-to-date research that helps them in how to properly use communication to recover from a health crisis
Understanding municipalities and visitors tourism perspectives: An AI-driven analysis of Instagram posts in Italian and French villages
Full text linkIn the digital tourism age, both cities and villages are being shaped by rapid societal and technological transformations that redefine how they interact with visitors. While these transformations are fluid in cities, driven by the necessity to integrate residents and visitors, they have also become central for villages that engage with specific forms of tourism, particularly slow and rural tourism. It requires villages to change communication methods using social media and digital tools to benefit from these new opportunities for interaction. Research on
the interaction between villages and tourists through social media tools is still in its early stages and requires both (i) novel tools and (ii) insights to align visitors’ preferences and behaviours with villages’ communication strategies. To advance this discourse, this research note contributes to the advancement of visual and digital methodologies in tourism research by proposing a replicable framework based on artificial intelligence for visual content analysis, focusing on 33 rural villages in France and Italy to explore the dual communicative perspectives of visitors and municipalities. To do so, we developed and trained an artificial intelligence-based BOT named "AI DetectKeywords" which leverages DALL⋅E Image Generation technology to systematically analyse and categorize photographs. Our results reveal different nuances in the communication between the villages and the visitors, highlighting different perceptions and interactions in a context that can embrace two similar but distinct tourism paths (i.e., slow tourism and rural tourism). It also offers a useful guide for researchers, policymakers, and tourism communication managers to refine their communication strategies
From tweets to investments: how do DTSs signal to investors through social media? Evidence from healthcare AI startups.
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