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

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  • Mele, Emanuele
  • Filieri, Raffaele
  • De Carlo, Manuela

Abstract

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.

Suggested Citation

  • Mele, Emanuele & Filieri, Raffaele & De Carlo, Manuela, 2023. "Pictures of a crisis. Destination marketing organizations’ Instagram communication before and during a global health crisis," Journal of Business Research, Elsevier, vol. 163(C).
    • Handle: RePEc:eee:jbrese:v:163:y:2023:i:c:s0148296323002898
    DOI: 10.1016/j.jbusres.2023.113931
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