Palavras-chave
Rede semântica
Acomodação
Conteúdo gerado pela empresa
Crise do turismo
Como Citar
Resumo
Objetivo – Este estudo analisa a forma como o conteúdo gerado pela empresa (CGE) foi adaptado no setor de hospedagem por meio de publicações no Facebook das redes hoteleiras durante um período de crise. Especificamente, esta pesquisa tem como objetivo: (1) explorar tópicos ocultos no CGE das redes hoteleiras; (2) classificar os tópicos de acordo com seu conteúdo promocional ou não promocional; e (3) comparar os tópicos durante os primeiros meses da crise da COVID-19 com os mesmos meses de 2019.
Referencial teórico – A metodologia/abordagem teórica usada nesta pesquisa é a análise de redes sociais.
Metodologia – Usamos a análise de conteúdo para examinar 1.317 publicações no Facebook das cinco redes hoteleiras com maior presença na Espanha. O software NodeXL foi usado para criar uma rede semântica para revelar as relações entre as ideias incorporadas na coleção de textos.
Resultados – Foram encontrados 14 tópicos latentes em cada período, incluindo conteúdo promocional e não promocional. Os tópicos não promocionais aumentaram de um terço em 2019 para mais da metade em 2020, e o tópico mais relevante em 2020 foi "Competições".
Implicações práticas e sociais da investigação – As descobertas do nosso estudo sugerem que, durante a pandemia, diferentemente de outras crises, as redes hoteleiras usaram o Facebook para acompanhar os usuários, entretê-los e manter o vínculo emocional com a marca, respondendo às demandas da sociedade.
Contribuições – Este estudo é novo não apenas por seu foco no FGC no setor de hospedagem turística, mas também porque usa a análise de rede semântica para estudar a maneira como as empresas usam as redes sociais em situações de crise.
Palavras-chave – análise de conteúdo, rede semântica, conteúdo gerado pela empresa, hospedagem, crise do turismo.
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