Pictures of a crisis. Destination marketing organizations’ Instagram communication before and during a global health crisis

Emanuele Mele, Raffaele Filieri and Manuela De Carlo

Journal of Business Research, 2023, vol. 163, issue C

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 Organizations 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.

Keywords: Crisis communication; COVID-19 pandemic; Destination marketing organization; Social media; Instagram; Pro-social behavior (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:163:y:2023:i:c:s0148296323002898

DOI: 10.1016/j.jbusres.2023.113931

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