Exploring hidden topics on hotel Facebook fan pages before and during the COVID-19 crisis
Autor(a) principal: | |
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Data de Publicação: | 2023 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Revista Brasileira de Gestão de Negócios (Online) |
Texto Completo: | https://rbgn.fecap.br/RBGN/article/view/4227 |
Resumo: | 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. Keywords – content analysis, semantic network, firm-generated content, accommodation, tourism crisis. |
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Exploring hidden topics on hotel Facebook fan pages before and during the COVID-19 crisisExplorando tópicos ocultos em páginas de fãs de hotéis no Facebook antes e durante a crise da COVID-19Content analysisSemantic networkFirm-generated contentAccommodationTourism crisisAnálise de conteúdoRede semânticaAcomodaçãoConteúdo gerado pela empresaCrise do turismoPurpose – 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. Keywords – content analysis, semantic network, firm-generated content, accommodation, tourism crisis.Objetivo – Este estudo analisa a forma como o conteúdo gerado pela empresa (CGE) foi adaptado no setor de hospedagem por meio de publicações no Facebook das redes hoteleiras durante um período de crise. Especificamente, esta pesquisa tem como objetivo: (1) explorar tópicos ocultos no CGE das redes hoteleiras; (2) classificar os tópicos de acordo com seu conteúdo promocional ou não promocional; e (3) comparar os tópicos durante os primeiros meses da crise da COVID-19 com os mesmos meses de 2019. Referencial teórico – A metodologia/abordagem teórica usada nesta pesquisa é a análise de redes sociais. Metodologia – Usamos a análise de conteúdo para examinar 1.317 publicações no Facebook das cinco redes hoteleiras com maior presença na Espanha. O software NodeXL foi usado para criar uma rede semântica para revelar as relações entre as ideias incorporadas na coleção de textos. Resultados – Foram encontrados 14 tópicos latentes em cada período, incluindo conteúdo promocional e não promocional. Os tópicos não promocionais aumentaram de um terço em 2019 para mais da metade em 2020, e o tópico mais relevante em 2020 foi "Competições". Implicações práticas e sociais da investigação – As descobertas do nosso estudo sugerem que, durante a pandemia, diferentemente de outras crises, as redes hoteleiras usaram o Facebook para acompanhar os usuários, entretê-los e manter o vínculo emocional com a marca, respondendo às demandas da sociedade. Contribuições – Este estudo é novo não apenas por seu foco no FGC no setor de hospedagem turística, mas também porque usa a análise de rede semântica para estudar a maneira como as empresas usam as redes sociais em situações de crise. Palavras-chave – análise de conteúdo, rede semântica, conteúdo gerado pela empresa, hospedagem, crise do turismo.FECAP2023-10-19info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por paresapplication/pdfhttps://rbgn.fecap.br/RBGN/article/view/422710.7819/rbgn.v25i3.4227Review of Business Management; Vol. 25 No. 3 (2023)RBGN Revista Brasileira de Gestão de Negócios; Vol. 25 Núm. 3 (2023)RBGN - Revista Brasileira de Gestão de Negócios; v. 25 n. 3 (2023)1983-08071806-4892reponame:Revista Brasileira de Gestão de Negócios (Online)instname:Fundação Escola de Comércio Álvares Penteado (FECAP)instacron:FECAPenghttps://rbgn.fecap.br/RBGN/article/view/4227/1925Copyright (c) 2023 Review of Business Managementinfo:eu-repo/semantics/openAccessRabadán-Martín, InmaculadaAguado-Correa, FranciscoPadilla-Garrido, Nuria2023-12-12T19:39:35Zoai:ojs.emnuvens.com.br:article/4227Revistahttp://rbgn.fecap.br/RBGN/indexhttps://rbgn.fecap.br/RBGN/oai||jmauricio@fecap.br1983-08071806-4892opendoar:2023-12-12T19:39:35Revista Brasileira de Gestão de Negócios (Online) - Fundação Escola de Comércio Álvares Penteado (FECAP)false |
dc.title.none.fl_str_mv |
Exploring hidden topics on hotel Facebook fan pages before and during the COVID-19 crisis Explorando tópicos ocultos em páginas de fãs de hotéis no Facebook antes e durante a crise da COVID-19 |
title |
Exploring hidden topics on hotel Facebook fan pages before and during the COVID-19 crisis |
spellingShingle |
Exploring hidden topics on hotel Facebook fan pages before and during the COVID-19 crisis Rabadán-Martín, Inmaculada Content analysis Semantic network Firm-generated content Accommodation Tourism crisis Análise de conteúdo Rede semântica Acomodação Conteúdo gerado pela empresa Crise do turismo |
title_short |
Exploring hidden topics on hotel Facebook fan pages before and during the COVID-19 crisis |
title_full |
Exploring hidden topics on hotel Facebook fan pages before and during the COVID-19 crisis |
title_fullStr |
Exploring hidden topics on hotel Facebook fan pages before and during the COVID-19 crisis |
title_full_unstemmed |
Exploring hidden topics on hotel Facebook fan pages before and during the COVID-19 crisis |
title_sort |
Exploring hidden topics on hotel Facebook fan pages before and during the COVID-19 crisis |
author |
Rabadán-Martín, Inmaculada |
author_facet |
Rabadán-Martín, Inmaculada Aguado-Correa, Francisco Padilla-Garrido, Nuria |
author_role |
author |
author2 |
Aguado-Correa, Francisco Padilla-Garrido, Nuria |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Rabadán-Martín, Inmaculada Aguado-Correa, Francisco Padilla-Garrido, Nuria |
dc.subject.por.fl_str_mv |
Content analysis Semantic network Firm-generated content Accommodation Tourism crisis Análise de conteúdo Rede semântica Acomodação Conteúdo gerado pela empresa Crise do turismo |
topic |
Content analysis Semantic network Firm-generated content Accommodation Tourism crisis Análise de conteúdo Rede semântica Acomodação Conteúdo gerado pela empresa Crise do turismo |
description |
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. Keywords – content analysis, semantic network, firm-generated content, accommodation, tourism crisis. |
publishDate |
2023 |
dc.date.none.fl_str_mv |
2023-10-19 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Avaliado por pares |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://rbgn.fecap.br/RBGN/article/view/4227 10.7819/rbgn.v25i3.4227 |
url |
https://rbgn.fecap.br/RBGN/article/view/4227 |
identifier_str_mv |
10.7819/rbgn.v25i3.4227 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
https://rbgn.fecap.br/RBGN/article/view/4227/1925 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2023 Review of Business Management info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2023 Review of Business Management |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
FECAP |
publisher.none.fl_str_mv |
FECAP |
dc.source.none.fl_str_mv |
Review of Business Management; Vol. 25 No. 3 (2023) RBGN Revista Brasileira de Gestão de Negócios; Vol. 25 Núm. 3 (2023) RBGN - Revista Brasileira de Gestão de Negócios; v. 25 n. 3 (2023) 1983-0807 1806-4892 reponame:Revista Brasileira de Gestão de Negócios (Online) instname:Fundação Escola de Comércio Álvares Penteado (FECAP) instacron:FECAP |
instname_str |
Fundação Escola de Comércio Álvares Penteado (FECAP) |
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FECAP |
institution |
FECAP |
reponame_str |
Revista Brasileira de Gestão de Negócios (Online) |
collection |
Revista Brasileira de Gestão de Negócios (Online) |
repository.name.fl_str_mv |
Revista Brasileira de Gestão de Negócios (Online) - Fundação Escola de Comércio Álvares Penteado (FECAP) |
repository.mail.fl_str_mv |
||jmauricio@fecap.br |
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