Li Shuyang, Wang Yichuan, Filieri Raffaele, Zhu Yuzhen
Sheffield University Management School, The University of Sheffield, Conduit Road, Sheffield, S10 1FL, UK.
Audencia Business School Marketing Department 8 Route de La Jonelière, 44312, Nantes, France.
Tour Manag. 2022 Jun;90:104485. doi: 10.1016/j.tourman.2021.104485. Epub 2021 Dec 31.
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.
虽然社交媒体是危机期间与负面客户情绪进行沟通的有效手段，但旅游组织如何在社交媒体上应对疫情危机以防止负面后果仍不明朗。我们采用集合论方法，研究新冠疫情应对策略与回应的语言线索如何相互交织，以唤起消费者的积极情绪。本研究包括对旅游组织关于新冠疫情公告的定性内容分析，以及一种社交媒体分析方法，该方法通过推特回复捕捉消费者对这些公告的情绪反应。我们的研究结果扩展了旅游危机文献中的一些既定发现，表明在新冠疫情危机期间，将创新应对策略、论据质量和坚定的语言相结合可以增强积极情绪。考虑到组织特征，我们建议年轻的成熟酒店采用创新应对策略，而在新冠疫情危机期间，应避免各类餐厅采用紧缩应对策略。
