How Content Richness and Sentiment Tendency Affect the Effectiveness of Official Tourism Emergency Response Information on Social Media
研究了社交媒体上官方旅游应急信息的丰富度和情感倾向如何影响用户互动，发现丰富度促进转发和评论，情感倾向驱动点赞，且不同框架调节这些效果。
The joint impact of message features and framing in tourism emergency communication on social media remains underexplored. This study investigates how content richness and sentiment tendency influence the effectiveness of official tourism emergency response information on social media, moderated by Promotion, Action, and Evaluation frames. A total of 3,853 official response posts from two real cases on Weibo were collected via web scraping and analyzed using content analysis, natural language processing, and regression modeling. Results show content richness increases reposts, comments, and positive feedback but not likes, while sentiment tendency drives likes. The Promotion Frame boosts the impact of content richness on comments; the Action Frame reduces its effect on reposts and comments; and the Evaluation Frame increases likes and positive feedback. This study refines the application of framing theory by illustrating how frame and content features interact to shape user engagement during tourism emergencies.