Eliciting positive emotion through strategic responses to COVID-19 crisis: Evidence from the tourism sector.
Tour Manag
; 90: 104485, 2022 Jun.
Article
in English
| MEDLINE | ID: covidwho-1586409
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.
Full text:
Available
Collection:
International databases
Database:
MEDLINE
Type of study:
Qualitative research
Language:
English
Journal:
Tour Manag
Year:
2022
Document Type:
Article
Affiliation country:
J.tourman.2021.104485
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