Customer engagement in the tourism industry at the time of COVID-19: an exploratory study

Cabiddu, Francesca;Moi, Ludovica

;Pusceddu, Gianluca

2023-01-01

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Abstract

This chapter explores the types of communication strategies adopted by tourism organizations on their online communication channels during a crisis like the ongoing pandemic COVID-19. To this end, we perform an exploratory multiple-case study on the social media pages of Italian tourism organizations. This study offers a structured analysis of the different ways in which firms redefined their digital communication strategies to engage customers during the pandemic crisis. From a managerial perspective, this work may assist managers in tackling the challenges of today's marketing landscape more effectively.