Crisis Communications by National Tourism Organizations Through Social Media in Asia and the Pacific: Postpandemic Recovery in Practice
5
Issued Date
2025-01-01
Resource Type
ISSN
1098304X
Scopus ID
2-s2.0-105012935933
Journal Title
Tourism Culture and Communication
Volume
25
Issue
3
Start Page
329
End Page
348
Rights Holder(s)
SCOPUS
Bibliographic Citation
Tourism Culture and Communication Vol.25 No.3 (2025) , 329-348
Suggested Citation
Muangasame K., Iemamnuay S., Tan E. Crisis Communications by National Tourism Organizations Through Social Media in Asia and the Pacific: Postpandemic Recovery in Practice. Tourism Culture and Communication Vol.25 No.3 (2025) , 329-348. 348. doi:10.3727/194341425X17444994124594 Retrieved from: https://repository.li.mahidol.ac.th/handle/123456789/111708
Title
Crisis Communications by National Tourism Organizations Through Social Media in Asia and the Pacific: Postpandemic Recovery in Practice
Author(s)
Author's Affiliation
Corresponding Author(s)
Other Contributor(s)
Abstract
The recent global COVID-19 pandemic was a sustained crisis that generated immense global impacts and consequences for all related tourism industry sectors. During the pandemic, countries relied heavily on social media as an important channel of crisis communication and information transfer. National tourism organizations (NTOs) play an imperative role in supporting their respective communities and tourism stakeholders on crisis communication management via social media. As the world rapidly rebounds from the pandemic, there has been increasing discourse concerning the value of examining knowledge gained and lessons learned from the pandemic for future crisis responses and transformations towards normalization. This article utilizes social media analytics to investigate and analyze the performance of NTOs’ official Facebook pages in 28 Asia Pacific countries and gathers insights into their social media-moderated crisis communication efforts during the COVID-19 pandemic across three key stages of the crisis. A social media-moderated crisis communication framework for NTOs is proposed, which illustrates the prominence of synergy and stepwise integration between key elements across the crisis communication planning phases, from planning, precrisis, prodromal, and emergency, to crisis continuity phases. Recommendations for futureproofing NTOs’ crisis communications based on the data analyzed are also presented.