RT info:eu-repo/semantics/article
T1 SOS to my followers! The role of marketing communications in reinforcing online travel community value during times of crisis
A1 Oltra González, Itziar
A1 Camarero Izquierdo, María Carmen
A1 San José Cabezudo, Rebeca
K1 Tourism co-creation
K1 Turismo de co-creación
K1 Online travel agencies
K1 Agencias de viajes online
K1 Crisis communications
K1 Comunicación de crisis
K1 Marketing communications
K1 Comunicacion de mercadotecnia
K1 COVID-19
AB 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.
PB Elsevier
SN 2211-9736
YR 2021
FD 2021
LK https://uvadoc.uva.es/handle/10324/48070
UL https://uvadoc.uva.es/handle/10324/48070
LA eng
NO Tourism Management Perspectives, 2021, vol. 39, 100843
NO Producción Científica
DS UVaDOC
RD 19-nov-2024