Mele Emanuele, Filieri Raffaele, De Carlo Manuela
IULM University, Department of Business, Law, Economics and Consumer Behavior "Carlo Ricciardi", Via Carlo Bo, 20143 Milano, Italy.
Audencia Business School, Marketing Department, 8 Route de la Jonelière, Nantes, France.
J Bus Res. 2023 Aug;163:113931. doi: 10.1016/j.jbusres.2023.113931. Epub 2023 Apr 13.
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.
在因封锁措施导致个人无法离家的时期，新冠疫情增强了社交媒体的交流。目前尚缺乏关于目的地营销组织在全球健康危机期间如何使用社交媒体的研究。为填补这一空白，本研究采用混合方法，考察了米兰和巴黎的目的地营销组织在新冠疫情之前及期间对照片墙（Instagram）的使用情况以及用户对其的参与度。通过定量内容分析，研究1揭示了不同目的地之间的传播差异以及疫情期间推广重点的变化。两个目的地营销组织都专注于展示“文化、历史和艺术”的帖子，这象征着稳定与永恒，与不确定的时代形成对比。通过主题分析，研究2表明，两个组织还通过聘请有影响力的人来推广亲社会行为。总体而言，研究结果记录了旅游组织在全球健康危机期间对社交媒体的亲社会使用情况。
