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

E. Mele, R. Filieri () and M. de Carlo
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R. Filieri: Audencia Business School

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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 mixedmethod 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: 2023-08
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Published in Journal of Business Research, 2023, ⟨10.1016/j.jbusres.2023.113931⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04781819

DOI: 10.1016/j.jbusres.2023.113931

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