新冠肺炎与住宿业:第一步措施和在线沟通策略。西班牙一个省的多个案例研究

IF 1 Q3 HOSPITALITY, LEISURE, SPORT & TOURISM
F. Aguado-Correa, Inmaculada Rabadán-Martín, N. Padilla-Garrido
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引用次数: 0

摘要

本文的目的是通过研究现有措施、前景和未来战略,分析新冠肺炎危机对住宿业的影响。2020年3月至6月,使用多案例研究方法,向韦尔瓦省(西班牙)10家机构的管理人员发送了一份电子自填问卷。此外,还进行了主题分析,以比较2019年和2020年同期社交媒体上发布的信息。结果表明,那些属于大型连锁店的机构将其战略多样化,以获得更好的成功机会。此外,对新冠肺炎危机的反应似乎因住宿类型而异。与2019年同期相比,封锁期间的在线沟通策略发生了重要变化。不同比例的不仅仅是信息的不同主题,每一条信息中表达的参与程度也是如此。这项研究简要介绍了经济停摆对西班牙旅游住宿的影响,并为住宿部门在自然灾害和全球流行病情况下部署的主题社交媒体战略做出了贡献。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
COVID-19 and the accommodation sector: first measures, and online communications strategies. A multiple case study in a Spanish province
The aim of this paper is to analyse the effects of the COVID-19 crisis on the accommodation sector by looking at the measures in place, prospects and future strategies. Using a multiple-case-study methodology, an electronically self-administered questionnaire was sent to the managers of 10 establishments located in the province of Huelva (Spain), between March and June 2020. Additionally, a thematic analysis was performed to compare the messages posted on social media over the same four-month period in both 2019 and 2020. The results showed that those establishments belonging to large chains diversified their strategies to obtain better chances of success. Also, reactions to the COVID-19 crisis appeared to differ by type of accommodation. An important change in the online communication strategy during the lockdown in relation to the same period in 2019 was observed. It was not just the different themes of the messages that were in different proportions, but so too were the levels of engagement expressed in each one. This study provides a snapshot of the effect that the economic shutdown had on Spain’s tourist accommodation and contributes to the thematic social media strategies deployed by the accommodation sector in situations of natural disasters and global pandemics.
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来源期刊
Investigaciones Turisticas
Investigaciones Turisticas HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
1.50
自引率
16.70%
发文量
36
审稿时长
24 weeks
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