O HOTEL INDUSTRY RELATIONSHIP MARKETING THROUGH INSTAGRAM SOCIAL NETWORK IN THE COVID-19 PANDEMIC CRISIS: Accor Brazil hotel chain case study

Detalhes bibliográficos
Autor(a) principal: Fontgalland, Marco Antônio Borges
Data de Publicação: 2022
Outros Autores: Araujo Junior, Wellington, Perinotto, André Riani Costa, Souza-Neto, Valério, Santos-Silva, Letícia
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Marketing & Tourism Review
Texto Completo: https://revistas.face.ufmg.br/index.php/mtr/article/view/7497
Resumo: The COVID-19 pandemic brought the production process to a halt in the tourist chain, directly impacting the economic sphere and marketing communication between organizations in the segment and their interested public. The present work aims to identify whether the communication through the Instagram posts of the multinational hotel chain Accor was adapted to the COVID-19 pandemic scenario between December 2019 and June 2020 and the followers' level of engagement in its digital profile. The more-than-human netnography proposed by Lugosi & Quinton (2018) was adopted as a methodological approach, having as object of analysis the posts of the profile @all_latam (Accor América Latina) on Instagram and the behavior of the followers. We identified a follower appreciation regarding COVID-19 material. Therefore, hotel companies should produce crisis content related to increasing engagement on Social media posts
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spelling O HOTEL INDUSTRY RELATIONSHIP MARKETING THROUGH INSTAGRAM SOCIAL NETWORK IN THE COVID-19 PANDEMIC CRISIS: Accor Brazil hotel chain case studyO MARKETING DE RELACIONAMENTO DA INDÚSTRIA HOTELEIRA ATRAVÉS DA REDE SOCIAL INSTAGRAM NA CRISE DA PANDEMIA COVID-19: Estudo de caso da rede de hotéis Accor BrasilCOVID-19Relationship marketingEngagementEmpathic CommunicationInstagramThe COVID-19 pandemic brought the production process to a halt in the tourist chain, directly impacting the economic sphere and marketing communication between organizations in the segment and their interested public. The present work aims to identify whether the communication through the Instagram posts of the multinational hotel chain Accor was adapted to the COVID-19 pandemic scenario between December 2019 and June 2020 and the followers' level of engagement in its digital profile. The more-than-human netnography proposed by Lugosi & Quinton (2018) was adopted as a methodological approach, having as object of analysis the posts of the profile @all_latam (Accor América Latina) on Instagram and the behavior of the followers. We identified a follower appreciation regarding COVID-19 material. Therefore, hotel companies should produce crisis content related to increasing engagement on Social media postsFederal University of Minas Gerais2022-06-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://revistas.face.ufmg.br/index.php/mtr/article/view/7497Marketing & Tourism Review; v. 7 n. 1 (2022): vol.7, n. 1, 2022Marketing & Tourism Review; Vol. 7 No. 1 (2022): vol.7, n. 1, 20222525-81762525-817610.29149/mtr.v7i1reponame:Marketing & Tourism Reviewinstname:Universidade Federal de Minas Gerais (UFMG)instacron:UFMGenghttps://revistas.face.ufmg.br/index.php/mtr/article/view/7497/3692Copyright (c) 2022 Marco Antônio Borges Fontgalland, Wellington Araujo Junior, André Riani Costa Perinotto, Valério Souza-Neto, Letícia Santos-Silvahttps://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessFontgalland, Marco Antônio Borges Araujo Junior, Wellington Perinotto, André Riani CostaSouza-Neto, Valério Santos-Silva, Letícia 2022-06-01T22:12:24Zoai:ojs.pkp.sfu.ca:article/7497Revistahttps://revistas.face.ufmg.br/index.php/mtrPUBhttps://revistas.face.ufmg.br/index.php/mtr/oaimkt.tourism.review@gmail.com||mg.ufmg@gmail.com2525-81762525-8176opendoar:2022-06-01T22:12:24Marketing & Tourism Review - Universidade Federal de Minas Gerais (UFMG)false
dc.title.none.fl_str_mv O HOTEL INDUSTRY RELATIONSHIP MARKETING THROUGH INSTAGRAM SOCIAL NETWORK IN THE COVID-19 PANDEMIC CRISIS: Accor Brazil hotel chain case study
O MARKETING DE RELACIONAMENTO DA INDÚSTRIA HOTELEIRA ATRAVÉS DA REDE SOCIAL INSTAGRAM NA CRISE DA PANDEMIA COVID-19: Estudo de caso da rede de hotéis Accor Brasil
title O HOTEL INDUSTRY RELATIONSHIP MARKETING THROUGH INSTAGRAM SOCIAL NETWORK IN THE COVID-19 PANDEMIC CRISIS: Accor Brazil hotel chain case study
spellingShingle O HOTEL INDUSTRY RELATIONSHIP MARKETING THROUGH INSTAGRAM SOCIAL NETWORK IN THE COVID-19 PANDEMIC CRISIS: Accor Brazil hotel chain case study
Fontgalland, Marco Antônio Borges
COVID-19
Relationship marketing
Engagement
Empathic Communication
Instagram
title_short O HOTEL INDUSTRY RELATIONSHIP MARKETING THROUGH INSTAGRAM SOCIAL NETWORK IN THE COVID-19 PANDEMIC CRISIS: Accor Brazil hotel chain case study
title_full O HOTEL INDUSTRY RELATIONSHIP MARKETING THROUGH INSTAGRAM SOCIAL NETWORK IN THE COVID-19 PANDEMIC CRISIS: Accor Brazil hotel chain case study
title_fullStr O HOTEL INDUSTRY RELATIONSHIP MARKETING THROUGH INSTAGRAM SOCIAL NETWORK IN THE COVID-19 PANDEMIC CRISIS: Accor Brazil hotel chain case study
title_full_unstemmed O HOTEL INDUSTRY RELATIONSHIP MARKETING THROUGH INSTAGRAM SOCIAL NETWORK IN THE COVID-19 PANDEMIC CRISIS: Accor Brazil hotel chain case study
title_sort O HOTEL INDUSTRY RELATIONSHIP MARKETING THROUGH INSTAGRAM SOCIAL NETWORK IN THE COVID-19 PANDEMIC CRISIS: Accor Brazil hotel chain case study
author Fontgalland, Marco Antônio Borges
author_facet Fontgalland, Marco Antônio Borges
Araujo Junior, Wellington
Perinotto, André Riani Costa
Souza-Neto, Valério
Santos-Silva, Letícia
author_role author
author2 Araujo Junior, Wellington
Perinotto, André Riani Costa
Souza-Neto, Valério
Santos-Silva, Letícia
author2_role author
author
author
author
dc.contributor.author.fl_str_mv Fontgalland, Marco Antônio Borges
Araujo Junior, Wellington
Perinotto, André Riani Costa
Souza-Neto, Valério
Santos-Silva, Letícia
dc.subject.por.fl_str_mv COVID-19
Relationship marketing
Engagement
Empathic Communication
Instagram
topic COVID-19
Relationship marketing
Engagement
Empathic Communication
Instagram
description The COVID-19 pandemic brought the production process to a halt in the tourist chain, directly impacting the economic sphere and marketing communication between organizations in the segment and their interested public. The present work aims to identify whether the communication through the Instagram posts of the multinational hotel chain Accor was adapted to the COVID-19 pandemic scenario between December 2019 and June 2020 and the followers' level of engagement in its digital profile. The more-than-human netnography proposed by Lugosi & Quinton (2018) was adopted as a methodological approach, having as object of analysis the posts of the profile @all_latam (Accor América Latina) on Instagram and the behavior of the followers. We identified a follower appreciation regarding COVID-19 material. Therefore, hotel companies should produce crisis content related to increasing engagement on Social media posts
publishDate 2022
dc.date.none.fl_str_mv 2022-06-01
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://revistas.face.ufmg.br/index.php/mtr/article/view/7497
url https://revistas.face.ufmg.br/index.php/mtr/article/view/7497
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv https://revistas.face.ufmg.br/index.php/mtr/article/view/7497/3692
dc.rights.driver.fl_str_mv https://creativecommons.org/licenses/by/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv https://creativecommons.org/licenses/by/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Federal University of Minas Gerais
publisher.none.fl_str_mv Federal University of Minas Gerais
dc.source.none.fl_str_mv Marketing & Tourism Review; v. 7 n. 1 (2022): vol.7, n. 1, 2022
Marketing & Tourism Review; Vol. 7 No. 1 (2022): vol.7, n. 1, 2022
2525-8176
2525-8176
10.29149/mtr.v7i1
reponame:Marketing & Tourism Review
instname:Universidade Federal de Minas Gerais (UFMG)
instacron:UFMG
instname_str Universidade Federal de Minas Gerais (UFMG)
instacron_str UFMG
institution UFMG
reponame_str Marketing & Tourism Review
collection Marketing & Tourism Review
repository.name.fl_str_mv Marketing & Tourism Review - Universidade Federal de Minas Gerais (UFMG)
repository.mail.fl_str_mv mkt.tourism.review@gmail.com||mg.ufmg@gmail.com
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