2026-05-05T10:21:37Zhttps://uvadoc.uva.es/oai/requestoai:uvadoc.uva.es:10324/480702025-01-10T10:37:23Zcom_10324_1180com_10324_931com_10324_894col_10324_1375
UVaDOC
author
Oltra González, Itziar
author
Camarero Izquierdo, María Carmen
author
San José Cabezudo, Rebeca
2021-08-25T08:41:13Z
2021-08-25T08:41:13Z
2021
Tourism Management Perspectives, 2021, vol. 39, 100843
2211-9736
https://uvadoc.uva.es/handle/10324/48070
10.1016/j.tmp.2021.100843
The context faced by online travel agencies (OTAs) during the pandemic is nothing short of dramatic. During the state of emergency, marketing communications have proven essential to maintain emotional ties with online communities even though sales have plummeted to zero. This study analyses the social network communication strategy during the worst days of the crisis of two OTAs specialized in selling flights and in distributing activities, excursions, and guided tours at the world's top tourist destinations. This qualitative study, based on the observation of online activity and personal interviews with marketing managers, shows how to respond to a crisis, maintain brand identity and strengthen the support of the online community. With the help of the community and co-creation processes, the sector has been able to reinvent itself and new services have emerged. From selling flights, one of the studied OTAs has now changed to planning trips around the regions.
eng
Attribution-NonCommercial-NoDerivatives 4.0 Internacional
SOS to my followers! The role of marketing communications in reinforcing online travel community value during times of crisis
info:eu-repo/semantics/article
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URL
https://uvadoc.uva.es/bitstream/10324/48070/1/SOS-to-my-followers.pdf
File
MD5
6e285470058e0d211d067c8a6ad7b643
4475947
application/pdf
SOS-to-my-followers.pdf