Customer engagement in the tourism industry at the time of COVID-19: an exploratory study

This chapter explores the types of communication strategies adopted by tourism organizations on their online communication channels during a crisis like the ongoing pandemic COVID-19. To this end, we perform an exploratory multiple-case study on the social media pages of Italian tourism organizations. This study offers a structured analysis of the different ways in which firms redefined their digital communication strategies to engage customers during the pandemic crisis. From a managerial perspective, this work may assist managers in tackling the challenges of today's marketing landscape more effectively.