Pictures of a crisis. Destination marketing organizations’ Instagram communication before and during a global health crisis
通过分析米兰和巴黎目的地营销组织在新冠疫情前后Instagram的使用，发现它们转向传播“文化、历史与艺术”内容以传递稳定感，并利用网红推广亲社会行为，为旅游组织在危机中的社交媒体策略提供参考。
The COVID-19 pandemic enhanced social media communications at a time individuals were unable to leave their homes due to the lockdown measures. A lack of research has been identified on how destination marketing organizations use social media during global health crises. Addressing this gap, the present research uses a mixed-method approach to examine the use of Instagram by Milan and Paris' Destination Marketing Organizations before and during COVID-19 and user engagement with it. Via a quantitative content analysis, Study 1 reveals communication differences between destinations and a change in promotion focus during the pandemic. Both DMOs focus on posts portraying "Culture, History and Art", which signifies stability and eternity as opposed to uncertain times. Using a thematic analysis, Study 2 reveals that both organizations promoted pro-social behavior also by employing influencers. Overall, research results document tourism organizations' pro-social use of social media during a global health crisis.