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

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,

SUBMITTER: Mele E 

PROVIDER: S-EPMC10098544 | biostudies-literature | 2023 Aug

REPOSITORIES: biostudies-literature