Gestión comunicativa de crisis de las oficinas nacionales de turismo de España e Italia ante la Covid-19

Palabras clave: Covid-19, Coronavirus, Pandemias, Relaciones públicas, Comunicación de crisis, Turismo, ONT, Redes sociales, Twitter, Estrategias de comunicación, Medios sociales, Oficinas nacionales de turismo

Resumen

La crisis sanitaria de la Covid-19 está afectando a diversos sectores económicos, especialmente al turístico. Esta investigación persigue conocer cómo las oficinas nacionales de turismo (ONTs) de España e Italia gestionaron su comunicación de crisis ante la Covid-19. El estudio se llevó a cabo mediante el análisis de contenido de los mensajes publicados en las cuentas de Twitter de las ONTs desde el inicio o la detección del primer paciente hasta un mes después de la declaración oficial de pandemia por la Organización Mundial de la Salud. Los resultados revelan dos maneras distintas de administrar la comunicación de crisis ante la Covid-19 tanto en el tratamiento de los temas como en los tiempos de la publicación, que a la vez generan distintas reacciones y engagement entre los usuarios, siendo la Agenzia Nazionale Italiana del Turismo más rápida y activa en el primer momento de la crisis en comparación con la Oficina de Turismo de España. Este estudio es una contribución para las ONTs de los países que sufren crisis sanitarias en la creación de sus estrategias comunicativas en los medios sociales, tanto en los diferentes períodos de la crisis como respecto a las acciones comunicativas para recuperar la imagen turística de los destinos.

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Publicado
2020-07-14
Sección
Artículos de investigación Covid-19 / Covid-19 research articles