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versão On-line ISSN 2411-9970
Resumo
ZALDIVAR SOSA, Elízabeth Beatriz e GUTIERREZ LOPEZ, Orlando. Management of communication in crisis situations. Good practices by tourism brands to face the COVID-19 pandemic. ARCIC [online]. 2020, vol.9, n.24, pp. 91-106. Epub 18-Jan-2021. ISSN 2411-9970.
The expansion of the new Coronavirus, COVID-19, has transformed the usual dynamics at the global level and, as part of them, that of tourist destinations and companies. Measures such as the closure of borders, establishment of quarantines, cancellation of large-scale events, closure and compaction of hotel, restaurant and recreational facilities, among others, caused the tourism industry to recess and, due to strategic monitoring in communication. At the beginning of the pandemic, brands put sales promotion aside and focused their efforts on managing crisis communication from the perspective of branding, institutional communication, public relations and corporate social responsibility. The confinement implemented in destination numbers led to the greater use of the Internet as the main channel of communication for brands with their audiences. Under optimistic, empathetic and unity messages in complex times, brands promise our customers a close and safe reunion. Meanwhile, they have continued to show their benefits through online platforms, for once the crisis is over it remains in the top of mind of travelers. The use of the video format, Instagram highlight stories and Instagram live stands out as the most used and functional formats / tools. It also highlights the communication of hygiene and safety measures to be implemented for the safe reopening of tourist destinations and companies, in order to give customers confidence and peace of mind.
Palavras-chave : crisis communication; Communication strategies; corporate social responsibility; public relations; tourist brands; tourism; touristic destinations; Hotels; airlines; social networks; online platforms; Internet; COVID-19; pandemic; coronavirus.
