Carvache-Franco Orly, Carvache-Franco Mauricio, Carvache-Franco Wilmer, Iturralde Kevin
Facultad de Ciencias Empresariales, Universidad Católica de Santiago de Guayaquil, Guayaquil, Ecuador.
Universidad Espíritu Santo, Samborondón, Ecuador.
Tour Hosp Res. 2023 Jan;23(1):44-59. doi: 10.1177/14673584221085470.
The purpose of this paper was to assess Twitter as a means of communication during tourism crises with the following objectives: (a) identify the topics that are discussed, (b) establish the text sentiment, and (c) determine the differences in gender regarding the topics under discussion and the text sentiment. The data were collected from Twitter between March and April 2020. Using big data software, this study extracted 123,868 tweets globally in different languages through the Twitter API of popular tourism hashtags. Two techniques were applied: word association and sentiment analysis. The results show that the communication made through Tweets has the characteristics of a crisis communication related to the effects of the COVID-19 pandemic in the tourism industry. The theoretical contribution of the research is that Twitter in social media is an effective means of communication during pandemic crises and contributes to reducing negative perceptions and adverse effects of the tourism crises in companies and destinations. The practical contribution of the research is that Twitter can be used as a means of communication helping the communication strategies of companies and organizations.
本文的目的是评估推特作为旅游危机期间的一种沟通方式，其目标如下：(a) 识别所讨论的话题，(b) 确定文本的情感倾向，以及 (c) 确定在讨论的话题和文本情感倾向上的性别差异。数据于2020年3月至4月期间从推特收集。本研究使用大数据软件，通过热门旅游主题标签的推特应用程序编程接口，在全球范围内提取了123,868条不同语言的推文。应用了两种技术：词关联和情感分析。结果表明，通过推文进行的沟通具有与新冠疫情对旅游业影响相关的危机沟通特征。该研究的理论贡献在于，社交媒体中的推特是疫情危机期间一种有效的沟通方式，有助于减少旅游危机对公司和目的地的负面认知及不利影响。该研究的实际贡献在于，推特可作为一种沟通方式，帮助公司和组织制定沟通策略。
