IDEAS home Printed from https://ideas.repec.org/h/spr/prbchp/978-3-030-92491-1_59.html
   My bibliography  Save this book chapter

Communication Responses to COVID-19 from Tourism Stakeholders: The Bottom-Up Digital Campaign “Open Sardinia”

In: Transcending Borders in Tourism Through Innovation and Cultural Heritage

Author

Listed:
  • Rita Cannas

    (University of Cagliari)

  • Daniela Pettinao

    (University of Cagliari)

Abstract

The study investigates local responses to COVID-19 undertaken by tourism operators by collaborative approaches shared with other stakeholders and implemented through social media tools. Specifically, the paper seeks to shed light on non-governmental initiatives generated by private tourism stakeholders aimed at promoting safe tourism during the time of COVID-19 by analysing the advertising campaign “Open Sardinia” implemented in Sardinia (Italy) in 2020. The present qualitative study developed by interviews with tourism operators who implemented the Open Sardinia campaign aims to contribute to the stakeholder collaboration literature with a disaster context in tourism and provide knowledge to the transformative role of reshaping tourism at the age of COVID-19. Basically, the paper focuses on the key factors of the sharing of collaborative practices among private and public stakeholders in facing the disaster crises caused by COVID-19. Such key factors are based on trust, relationship and place attachment, and operatively on the adoption of digital tools such as social media. Findings show that the bottom-up advertising campaign has strongly implemented collaborative networks among different operators, finalised not only to attract tourists, but also to enhance social cohesion and resilience of local communities.

Suggested Citation

  • Rita Cannas & Daniela Pettinao, 2022. "Communication Responses to COVID-19 from Tourism Stakeholders: The Bottom-Up Digital Campaign “Open Sardinia”," Springer Proceedings in Business and Economics, in: Vicky Katsoni & Andreea Claudia Şerban (ed.), Transcending Borders in Tourism Through Innovation and Cultural Heritage, pages 991-1005, Springer.
  • Handle: RePEc:spr:prbchp:978-3-030-92491-1_59
    DOI: 10.1007/978-3-030-92491-1_59
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    More about this item

    Keywords

    Disaster management in tourism; Social media communication; Stakeholders engagement; Collaborative networks; Covid-19;
    All these keywords.

    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:prbchp:978-3-030-92491-1_59. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.