Responding to an unprecedented shock — Elucidating how 113 DMOs changed the marketing communications on Twitter during the COVID-19 crisis

IF 8.9 2区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM
Viriya Taecharungroj , Ake Pattaratanakun
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引用次数: 0

Abstract

This study analysed the changes in destination marketing organisation's (DMOs) marketing communications in response to the unprecedented shock of the pandemic. A total of 250,979 tweets and 44,560 replies by 113 DMOs before and during the pandemic were carefully examined using descriptive and time series analyses, topic modelling, sentiment analysis, and principal component analysis. The findings revealed four change patterns in Twitter usage: degrade, disseminate, engage, and elevate. Topic modelling identified 19 content topics and their five trends during the pandemic: falling, rebounding, maintaining, relapsing, and rising. Additionally, the four general content strategies — emotional, functional, informational, and experiential — provided a guideline and competitive landscape for DMOs to use in planning and devising their marketing communication strategies to handle such a shock. This study effectively addresses several research gaps, including the dearth of longitudinal, cross-country, and supply-side studies on crisis communications in tourism. As such, it enriches the existing body of knowledge by taking a comprehensive look at the diverse communication executions and strategies during both regular periods and crises. In doing so, it bridges the gap between theories of crisis communications and general social media communication strategies employed by DMOs.

应对前所未有的冲击——阐明113家dmo在COVID-19危机期间如何改变Twitter上的营销传播
本研究分析了目的地营销组织(DMOs)营销传播的变化,以应对疫情的前所未有的冲击。使用描述性和时间序列分析、主题建模、情感分析和主成分分析,仔细检查了113个dmo在大流行之前和期间发布的总计250,979条推文和44,560条回复。研究结果揭示了Twitter使用的四种变化模式:降级、传播、参与和提升。主题建模确定了19个内容主题及其在大流行期间的五种趋势:下降、反弹、维持、复发和上升。此外,四种一般内容策略——情感、功能、信息和体验——为dmo在规划和设计营销传播策略以应对这种冲击时提供了指导和竞争格局。本研究有效地解决了若干研究空白,包括旅游业危机传播纵向、跨国和供给侧研究的缺乏。因此,它通过全面考察正常时期和危机时期的各种沟通执行和策略,丰富了现有的知识体系。在这样做的过程中,它弥合了危机传播理论与dmo采用的一般社交媒体传播策略之间的差距。
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来源期刊
CiteScore
18.60
自引率
3.60%
发文量
46
审稿时长
43 days
期刊介绍: The Journal of Destination Marketing & Management (JDMM) is an international journal that focuses on the study of tourist destinations, specifically their marketing and management. It aims to provide a critical understanding of all aspects of destination marketing and management, considering their unique contexts in terms of policy, planning, economics, geography, and history. The journal seeks to develop a strong theoretical foundation in this field by incorporating knowledge from various disciplinary approaches. Additionally, JDMM aims to promote critical thinking and innovation in destination marketing and management, expand the boundaries of knowledge, and serve as a platform for international idea exchange.
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