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

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Listed:
  • E. Mele
  • R. Filieri

    (Audencia Business School)

  • M. de Carlo

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 mediaduring global health crises. Addressing this gap, the present research uses a mixedmethod 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

  • E. Mele & R. Filieri & M. de Carlo, 2023. "Pictures of a crisis. Destination marketing organizations’ Instagram communication before and during a global health crisis," Post-Print hal-04781819, HAL.
    • Handle: RePEc:hal:journl:hal-04781819
    DOI: 10.1016/j.jbusres.2023.113931
    Note: View the original document on HAL open archive server: https://hal.science/hal-04781819v1
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    References listed on IDEAS

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    Cited by:

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    2. Xiao, Quan & Huang, Weiling & Qu, Lu & Li, Xia, 2025. "The impact of multimodal information features of short sales videos on consumer engagement behavior: A multi-method approach," Journal of Retailing and Consumer Services, Elsevier, vol. 82(C).

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