COVID-19 y el sector del alojamiento: primeras medidas y estrategias de comunicación en línea. Un estudio de casos múltiples en una provincia española

Francisco Aguado-Correa, Inmaculada Rabadán-Martín, Nuria Padilla-Garrido

DOI: https://doi.org/10.14198/INTURI2022.24.9

Resumen

Este trabajo tiene como objetivo analizar los efectos de la crisis de COVID-19 en el sector del alojamiento, las medidas adoptadas, las perspectivas y las estrategias futuras. Se utilizó una metodología de estudio de casos múltiples para examinar 10 establecimientos de la provincia de Huelva (España), de marzo a junio de 2020. Para ello se envió un cuestionario auto administrado electrónicamente a los directivos de los alojamientos seleccionados. Además, se realizó un análisis temático para comparar los mensajes publicados en las redes sociales en el mismo periodo de 2019 y 2020. Los resultados mostraron que los establecimientos pertenecientes a grandes cadenas diversificaron sus estrategias para obtener mejores posibilidades de éxito. Asimismo, las reacciones a la crisis del COVID-19 parecen ser diferentes según el tipo de alojamiento. Se observó un cambio importante en la estrategia de comunicación online durante el periodo confinamiento, en relación con el mismo periodo de 2019. Los diferentes temas de los mensajes no sólo estaban en diferentes proporciones, sino también los niveles de interacción alcanzados en cada uno de ellos. Este trabajo proporciona una instantánea del efecto que el parón económico tuvo en los alojamientos turísticos españoles y contribuye a la investigación sobre las estrategias temáticas en medios sociales desplegadas por el sector del alojamiento en situaciones de catástrofes naturales o pandemias.

Palabras clave

COVID-19; turismo español; Facebook; Twitter; análisis temático.

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DOI: https://doi.org/10.14198/INTURI2022.24.9





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