Eliciting positive emotion through strategic responses to COVID-19 crisis: Evidence from the tourism sector

S. Li, Y. Wang, R. Filieri () and Y. Zu
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R. Filieri: Audencia Business School

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Abstract: While social media are effective means of communicating with adverse customer emotions during a crisis, it remains unclear how tourism organisations can respond to pandemic crisis on social media to prevent negative aftermaths. Using a set-theoretical approach, we investigate how COVID-19 response strategies and linguistic cues of responses are intertwined to evoke positive emotions among consumers. This study entails a qualitative content analysis of tourism organisations' COVID-19 announcements and a social media analytics approach that captures consumers' emotional reactions to these announcements via their Twitter replies. Our results extend some well-established findings in the tourism crisis literature by suggesting that combining innovative response strategy, argument quality, and assertive language can reinforce positive emotions during the COVID-19 crisis. Taking organisational characteristics into consideration, we suggest that young established hotels utilise innovative response strategies, whereas retrenchment response strategies for all types of restaurants should be avoided during the COVID-19 crisis.

Keywords: Coronavirus (COVID-19); Tourism crisis communication; Crisis response; Signalling theory; Consumer emotion; Social media analytics; Content analysis; fsQCA (search for similar items in EconPapers)
Date: 2022-06
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Published in Tourism Management, 2022, ⟨https://doi.org/10.1016/j.tourman.2021.104485⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04779120

DOI: 10.1016/j.tourman.2021.104485

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