Gestión comunicativa de crisis de las oficinas nacionales de turismo de España e Italia ante la Covid-19 // Crisis communication management by the national tourist organizations of Spain and Italy in the face of Covid-19

Huertas, Assumpció and Oliveira, Andrea and Girotto, Michele Gestión comunicativa de crisis de las oficinas nacionales de turismo de España e Italia ante la Covid-19 // Crisis communication management by the national tourist organizations of Spain and Italy in the face of Covid-19. Profesional de la información, 2020, vol. 29, n. 4. [Journal article (Unpaginated)]

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English abstract

This study analyzes how the national tourism organizations (NTOs) of Spain and Italy managed their crisis communication to deal with Covid-19. The study examines the messages published by the Twitter accounts of the NTOs from the beginning or the detection of the first patient until one month after the official declaration of the pandemic by the World Health Organization. The results reveal two different ways of managing crisis communications in the face of Covid-19, both in the treatment of the topics and in the timing of publication, at the same time generating different reactions and engagement among users. The Agenzia Nazionale Italiana del Turismo was faster and more active in the first moments of the health crisis compared with the i>Oficina de Turismo de España. This study can contribute to the development of communication strategies on social media by NTOs during different periods of such crises as well as communication actions to enhance the touristic image of their destinations.

Spanish abstract

La crisis sanitaria de la Covid-19 está afectando a diversos sectores económicos, especialmente al turístico. Esta investigación persigue conocer cómo las oficinas nacionales de turismo (ONTs) de España e Italia gestionaron su comunicación de crisis ante la Covid-19. El estudio se llevó a cabo mediante el análisis de contenido de los mensajes publicados en las cuentas de Twitter de las ONTs desde el inicio o la detección del primer paciente hasta un mes después de la declaración oficial de pandemia por la Organización Mundial de la Salud. Los resultados revelan dos maneras distintas de administrar la comunicación de crisis ante la Covid-19 tanto en el tratamiento de los temas como en los tiempos de la publicación, que a la vez generan distintas reacciones y engagement entre los usuarios, siendo la Agenzia Nazionale Italiana del Turismo más rápida y activa en el primer momento de la crisis en comparación con la Oficina de Turismo de España. Este estudio es una contribución para las ONTs de los países que sufren crisis sanitarias en la creación de sus estrategias comunicativas en los medios sociales, tanto en los diferentes períodos de la crisis como respecto a las acciones comunicativas para recuperar la imagen turística de los destinos.

Item type: Journal article (Unpaginated)
Keywords: Covid-19; Coronavirus; Pandemics; Public relations; Crisis communication; Communication strategies; Tourism; National tourism organizations; Tourism offices; NTOs; Social media; Social networks; Twitter; Covid-19; Coronavirus; Pandemias; Relaciones públicas; Comunicación de crisis; Estrategias de comunicación; Turismo; Oficinas nacionales de turismo; ONT; Medios sociales; Redes sociales; Twitter.
Subjects: B. Information use and sociology of information > BJ. Communication
H. Information sources, supports, channels. > HT. Web 2.0, Social networks
Depositing user: Dr. Nicoleta-Roxana Dinu
Date deposited: 25 Aug 2020 13:02
Last modified: 25 Aug 2020 13:02
URI: http://hdl.handle.net/10760/40344

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