2026-04-14T18:12:55Zhttps://uvadoc.uva.es/oai/request

oai:uvadoc.uva.es:10324/480702025-01-10T10:37:23Zcom_10324_1180com_10324_931com_10324_894col_10324_1375

Oltra González, Itziar Camarero Izquierdo, María Carmen 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 info:eu-repo/semantics/openAccess http://creativecommons.org/licenses/by-nc-nd/4.0/ © 2021 The Authors 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