Eliciting positive emotion through strategic responses to COVID-19 crisis: Evidence from the tourism sector

Li, Shuyang, Wang, Yichuan, Filieri, Raffaele and Zhu, Yuzhen (2022) Eliciting positive emotion through strategic responses to COVID-19 crisis: Evidence from the tourism sector. Tourism Management, 90. ISSN 0261-5177

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Abstract

While social media are effective means of communicating with adverse customer emotions during a crisis, it remains unclear how tourism organisations can respond to pandemic crisis on social media to prevent negative aftermaths. Using a set-theoretical approach, we investigate how COVID-19 response strategies and linguistic cues of responses are intertwined to evoke positive emotions among consumers. This study entails a qualitative content analysis of tourism organisations' COVID-19 announcements and a social media analytics approach that captures consumers’ emotional reactions to these announcements via their Twitter replies. Our results extend some well-established findings in the tourism crisis literature by suggesting that combining innovative response strategy, argument quality, and assertive language can reinforce positive emotions during the COVID-19 crisis. Taking organisational characteristics into consideration, we suggest that young established hotels utilise innovative response strategies, whereas retrenchment response strategies for all types of restaurants should be avoided during the COVID-19 crisis.

Item Type:	Article
Faculty \ School:	Faculty of Social Sciences > Norwich Business School
Related URLs:	https://eprints.whiterose.ac.uk/181931/
Depositing User:	LivePure Connector
Date Deposited:	07 Oct 2024 14:30
Last Modified:	07 Oct 2024 19:30
URI:	https://ueaeprints.uea.ac.uk/id/eprint/96919
DOI:	10.1016/j.tourman.2021.104485

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