{"title":"Responding to an unprecedented shock — Elucidating how 113 DMOs changed the marketing communications on Twitter during the COVID-19 crisis","authors":"Viriya Taecharungroj , Ake Pattaratanakun","doi":"10.1016/j.jdmm.2023.100819","DOIUrl":null,"url":null,"abstract":"<div><p><span><span><span>This study analysed the changes in destination marketing organisation's (DMOs) </span>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 </span>time series analyses, topic modelling, sentiment analysis, and </span>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.</p></div>","PeriodicalId":48021,"journal":{"name":"Journal of Destination Marketing & Management","volume":null,"pages":null},"PeriodicalIF":8.9000,"publicationDate":"2023-09-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Destination Marketing & Management","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S2212571X23000586","RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}
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.
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.