{"title":"Envisioning the Future","authors":"Binata Banerjee, Mohit Verma","doi":"10.37741/t.72.2.6","DOIUrl":null,"url":null,"abstract":"The highly contagious nature of the novel Coronavirus locks-unlocks and economic uncertainty around the world have changed the complete landscape of the tourism sector. To attract tourists, it is necessary to revise the content strategy of Destination Marketing Organizations (DMOs) in the post-Covid economy. This study explores how different characteristics of DMO’s social media posts influence tourists’ online engagement. We used 876 posts from July 2021 to June 2022 on the official Facebook handle of Incredible India, through which we assessed the tourists’ ‘engagement’, using the number of likes, comments, and shares. Additionally, linguistic features-based categorization of posts was done using LIWC. The results demonstrate that message format, message appeal, motives, and time orientation of posts significantly influence the tourists’ online engagement. These findings are relevant to information dissemination and provide valuable insights for DMOs. DMOs could use this study to design their future messages to gather maximum engagement through social media posts.","PeriodicalId":46641,"journal":{"name":"Tourism","volume":null,"pages":null},"PeriodicalIF":2.0000,"publicationDate":"2024-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Tourism","FirstCategoryId":"1092","ListUrlMain":"https://doi.org/10.37741/t.72.2.6","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}
引用次数: 0
Abstract
The highly contagious nature of the novel Coronavirus locks-unlocks and economic uncertainty around the world have changed the complete landscape of the tourism sector. To attract tourists, it is necessary to revise the content strategy of Destination Marketing Organizations (DMOs) in the post-Covid economy. This study explores how different characteristics of DMO’s social media posts influence tourists’ online engagement. We used 876 posts from July 2021 to June 2022 on the official Facebook handle of Incredible India, through which we assessed the tourists’ ‘engagement’, using the number of likes, comments, and shares. Additionally, linguistic features-based categorization of posts was done using LIWC. The results demonstrate that message format, message appeal, motives, and time orientation of posts significantly influence the tourists’ online engagement. These findings are relevant to information dissemination and provide valuable insights for DMOs. DMOs could use this study to design their future messages to gather maximum engagement through social media posts.
期刊介绍:
Journal TOURISM is an international academic and professional quarterly which welcomes articles on various aspects of travel and tourism. Th e journal emphasises the broadness and interrelatedness of the tourism sector. Manuscripts submitted to the Journal can be processed quickly if they are prepared according to the following guidelines. Manuscripts will be returned to the author with a set of instructions if they are not submitted according to our style guide. No contribution will be accepted which has been published elsewhere, unless it is specifi cally invited or agreed by the Editor.