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Pictures of a crisis. Destination marketing organizations’ Instagram communication before and during a global health crisis by Emanuele Mele; Raffaele Filieri; Manuela De Carlo is a Business, Management and Accounting article available to read on EtoBox.

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

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.

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Author

Emanuele Mele; Raffaele Filieri; Manuela De Carlo

Publisher

Elsevier BV

Published

2023

Language

EN

Field

Business, Management and Accounting (Social Sciences)