University of South Florida (USF) M3 Publishing


The world is trying to keep up with the COVID-19 pandemic's new normal conditions. The ongoing pandemic has adversely affected global tourism sectors and their activities like all sectors. Institutions and organizations in various countries, especially UNWTO, are taking initiatives to ensure the recovery of the tourism sector, which has been seriously affected by the COVID-19 pandemic. Therefore, the case study design, one of the qualitative analysis methods, was used to examine the views on social media activity (motivation) that occurred for the resumption of tourism. In the study, the effects of the pandemic on tourism were determined and a case study was conducted for Twitter. Sticking to the specified components (except for the suggestions), the data obtained by the hashtag research (hashtag: #RestartTourism- #Rebuildingtourism) on Twitter was compiled and subjected to content analysis through the themes created by the researchers. In order to apply the content analysis, firstly, the data were analyzed one by one, and themes were created. Nine themes were identified: links, countries, labels, special days, policy/project and strategies, sustainability, COVID-19, tourism types, and mobility. The files and themes complied from the data are defined in the MAXQDA'18 software program. The data were analyzed by means of coding; word cloud was created from the visual tools tab, code frequencies from the analysis tab. The analysis has shown that the tags (hashtag) are prevalent in social media. It has been observed that COVID-19-related content (tweets) is frequent, and this is usually associated with the #RestartTourism hashtag. As to the countries, noteworthily, African continent's countries are the most popular. The United Nations World Tourism Organization has been determined as the most frequent to use the hashtag #RestartTourism and #Rebuildingtourism. It has been determined that travel agencies use the hashtag #RestartTourism- #Rebuildingtourism in their promotional activities on Twitter.



Recommended Citation

Tuna, M., Demirel İli, N., & Çelen, O. (2022). Examining social media views on post-pandemic tourism rebuilding: The case of Twitter. In L. Altinay, O. M. Karatepe, & M. Tuna (Eds.), Advances in managing tourism across continents (Vol. 2, pp. 1–10). USF M3 Publishing. https://www.doi.org/10.5038/9781955833080

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