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      Exploring hidden topics on hotel Facebook fan pages before and during the COVID-19 crisis


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          Abstract Purpose This study analyzes the way that firm-generated content (FGC) was adapted in the accommodation sector through hotel chains' Facebook posts at a time of crisis. Specifically, this research aims to: (1) explore hidden topics in hotel chains' FGC; (2) classify topics according to their promotional or non-promotional content; and (3) compare topics during the first months of the COVID-19 crisis and the same months of 2019. Theoretical framework The method/theoretical approach used in this research is social network analysis. Design/methodology/approach We used content analysis to examine 1,317 Facebook posts from the five hotel chains with the greatest presence in Spain. NodeXL software was used to create a semantic network to reveal the relationships between the ideas embedded in the text collection. Findings 14 latent topics were found in each period, including promotional and non-promotional content. Non-promotional topics increased from one third in 2019 to more than half in 2020, and the most relevant topic in 2020 was “Competitions”. Practical & social implications of the research The findings of our study suggest that during the pandemic, unlike other crises, hotel chains used Facebook to accompany users, entertain them, and maintain the emotional connection with the brand, responding to societal demands. Originality/value This study is novel not only because of its focus on FGC in the tourist accommodation sector, but also because it uses semantic network analysis to study the way in which firms make use of social media in crisis situations.

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          Most cited references120

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          Pandemics, tourism and global change: a rapid assessment of COVID-19

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            Finding community structure in very large networks

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              Tourism and COVID-19: impacts and implications for advancing and resetting industry and research

              The paper aims to critically review past and emerging literature to help professionals and researchers alike to better understand, manage and valorize both the tourism impacts and transformational affordance of COVID-19. To achieve this, first, the paper discusses why and how the COVID-19 can be a transformational opportunity by discussing the circumstances and the questions raised by the pandemic. By doing this, the paper identifies the fundamental values, institutions and pre-assumptions that the tourism industry and academia should challenge and break through to advance and reset the research and practice frontiers. The paper continues by discussing the major impacts, behaviours and experiences that three major tourism stakeholders (namely tourism demand, supply and destination management organisations and policy makers) are experiencing during three COVID-19 stages (response, recovery and reset). This provides an overview of the type and scale of the COVID-19 tourism impacts and implications for tourism research.

                Author and article information

                Revista Brasileira de Gestão de Negócios
                Rev. bras. gest. neg.
                Fundação Escola de Comércio Álvares Penteado (São Paulo, SP, Brazil )
                September 2023
                : 25
                : 3
                : 291-314
                [02] Huelva Andalucía orgnameUniversidad de Huelva orgdiv1Departamento de Economía Spain
                [01] Huelva Andalucía orgnameUniversidad de Huelva orgdiv1Departamento de Economía Financiera, Contabilidad y Dirección de Operaciones Spain
                S1806-48922023000300291 S1806-4892(23)02500300291

                This work is licensed under a Creative Commons Attribution 4.0 International License.

                : 02 February 2023
                : 27 June 2023
                Page count
                Figures: 0, Tables: 0, Equations: 0, References: 120, Pages: 24

                SciELO Brazil


                Content analysis,tourism crisis,accommodation,firm-generated content,semantic network


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