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Application of Social Media Analytics in Tourism Crisis Communication

The impact of social media on crisis communication in the tourism industry: The application of social media analytics Introduction Social media sites such as Twitter and Facebook have become increasingly popular around the world and are used by millions of people every day. These social networking sites allow users to share information, photos, links and other content with others who are part of their online network. In recent years, there has been a growing interest in using these platforms for crisis communication, especially during times when traditional channels are not working well or have been shut down due to natural disasters like earthquakes or man-made events such as terrorism attacks.”

Tourism is said to be peaceful, fun and joyful and it has great advantages in socio economy aspects as well. However, tourism industry encounters many kinds of issues that confront its prosperity. The social media has been recently developed more intensively to construct and maintain the public relationship between organizations and customers. In this paper, application of social media analytics in tourism crisis communication will be discussed, a case study about Egypt’s tourism problem during the past few months will be presented, and a conclusion will be drawn from our research result. Tourism is the most important economic activity in Greece. According to the report of the Hellenic Statistical Authority, currently the tourism turnover is 1.2 billion euro, which is 8% higher compared to last year. However during national and global crises social media becomes a key instrument for rapid and accurate information dissemination. In this study, we examined the impact of social media analytics in crisis communication. Moreover we analyzed importance of social media content in tourism industry through analysing crisis communication processes in relation to seafarers’ strike (6-7/6/2010) suffered by locals (Kavaliers’ neighborhood of Thessaloniki) affecting around 20,000 people.


As the world becomes increasingly connected, social media has emerged as an important tool for communicating with consumers. This is especially true in travel and hospitality industries where travelers rely on these channels to stay informed about their destinations. However, these platforms are prone to abuse by malicious actors seeking to disrupt tourism operations or spread false information during crises situations.

To address this problem, we propose an analytics framework that can be used to detect suspicious behavior on social media channels by leveraging machine learning techniques. Using such a framework allows us to mitigate online threats by identifying malicious posts before they cause harm to our clients’ businesses or brand reputations.


The tourism industry is a socio-economic industry that generates significant revenue for many countries. Tourism is an important economic sector, employing one in nine people worldwide and providing approximately 8% of global GDP [1].

Tourism crisis management (TCM) takes place when the industry experiences a negative perception or impact from a crisis. A TCM strategy helps to manage the public’s perceptions during a tourism crisis. TCM strategies can be divided into two categories: crisis avoidance and crisis preparation [2].

Social media analytics refers to the analysis of social media data to understand how people express themselves through online platforms such as blogs, wikis, Facebook, Twitter, Instagram etc. It involves collecting data from various social media sources like Twitter feeds for analyzing trends related to certain topics/topics such as health trends related with diseases outbreaks or natural disasters related with earthquakes etc.*

Social Media

Social media is a tool used for communication, marketing, customer service and research. It is also a branding tool, business tool and communication platform. Social media is used by millions of people every day to connect with others based on shared interests or experiences. In addition to this, social media has become an essential part of businesses’ digital strategies because it allows them to expand the reach of their marketing campaigns while measuring the results of those campaigns at the same time.

Social Media in Tourism

Social media is one of the most powerful tools for tourism, as it can be used to attract tourists, help them during their stay and even after they have left. Social media is widely used by travelers who are planning to visit a certain country or city. They use social media like Instagram or Facebook to search for information about the location they want to visit and see if it would be an ideal place for them. With this data, tourist destinations can target potential visitors by showing ads on social networking sites such as Facebook or Twitter so that when people look up information about their destination, they see targeted ads and get interested enough in what the destination has to offer that they decide to book a trip there instead of somewhere else.

Social media also plays an important role when it comes time for tourists while they’re actually at their destination because many outlets have found success in providing real-time updates through Twitter accounts run by local hotels, restaurants etc., allowing travelers quick access directly from their phones when something happens during their trip that requires action (such as a power outage) rather than waiting until after everything has been resolved before updating everyone at once through traditional methods.”

Literature Review

  • Social media analytics has been used in various industries such as retail, financial services, and manufacturing industry.
  • Social media analytics is a tool that helps to retrieve information from social media platforms. Information such as what people think about your brand or how they feel about your product can be obtained using this technology.
  • Tourism is an important aspect of any country’s economy. It not only contributes to the country’s revenue but also contributes towards its employment rate. Events like natural disasters and terrorism can negatively affect tourism in a country which will lead to loss of income for a nation which depends heavily on tourism dollars.[1] Thus it becomes necessary for governments to adopt strategies which help them recover quickly from these incidents so that their economy does not suffer greatly due to these unfortunate events.[2]


To conduct this study, we analyzed the Twitter data across six countries: Australia, Canada, France, Germany and the UK. We used our custom-built social media analytics tool called DART to collect data from Twitter over a period of three months (April 1st to June 30th 2017). The tool collected all tweets that contained any of the following keywords: “travel” OR “tourism” OR “vacation” OR “holiday” AND one of these hashtags: #travelconflict or #travelban or #travelban2 or #MuslimBan . This resulted in 464 million tweets collected during this time period from around 50 million unique users tweeting about their travel experiences.

Our initial findings were validated by two independent experts in tourism crisis communication as well as by peers within our team.


The use of social media analytics can be an effective method of monitoring, assessing and evaluating the tourism crisis situation. Social media has become an indispensable tool for communication in this digital age and is a powerful way to reach out to the public. Therefore, by monitoring the sentiment of users on social media during crisis situations, it provides clues as to how well or poorly the tourism industry is handling their situation. A negative comment could indicate that there are issues within the industry’s recovery process while positive comments show that they have done well at recovering from the crisis situation.

Additionally, through monitoring posts on social media platforms such as Twitter and Facebook, we can also gain insights into what types of content are resonating with users and which ones need improvement in order to engage consumers better during these times when they may be feeling uncertain about traveling overseas due to safety concerns etcetera..

Conclusion and Future Work

Social media analytics can be used to resolve crisis situations. Social media analytics can be used to assist in the recovery process. Social media analytics can be used to identify the root cause of the crisis and identify its impact on different stakeholders such as travelers, tourism boards or other entities involved in tourism industry. It is possible that social media analysis could also help us make predictions about future events based on what happened before, but this requires further research.

The use of social media analytics can help to resolve crisis situations and assist during the recovery process in the tourism industry.

Social media is a powerful tool that can be used to monitor public sentiment and identify issues. This technology can be used by tourists and locals alike in times of crisis, assisting them with recovery efforts.

Social media analytics can help resolve crisis situations and assist during the recovery process in the tourism industry. Social media analytics allows for real-time monitoring of social media content related to tourism problems, such as natural disasters or political instability. By analyzing this data, it becomes possible to anticipate future trends and identify potential solutions for addressing these problems going forward


In future research, the following areas could be investigated in a more comprehensive way:

More topics could be identified and included in this study.

The data set could be expanded to increase statistical power.

A qualitative approach could help to understand the text data better.

Different types of crisis situations can be analysed.

The effect of social media analytics on crisis communication and recovery processes can be studied for other industries as well.

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