Visual Social Media Communication of Italian Luxury Hotels and the Pandemic: An AI- Assisted Content Analysis (CROSBI ID 730785)
Prilog sa skupa u zborniku | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
Minor, Katarzyna ; Mušanović, Jelena ; Dorčić, Jelena ; Bratec, Miha
engleski
Visual Social Media Communication of Italian Luxury Hotels and the Pandemic: An AI- Assisted Content Analysis
This study analyses the visual social media communication of Italian 5-star hotel brands to investigate whether it has changed over the course of COVID-19. An AI-based image content analysis approach was used to extract the most frequently ascribed labels from 2, 439 collected photos of three consecutive year samples. The results of the performed content analysis show that the visual communication of the hotel brand is mainly focused on interior design and the natural environment, with the pandemic stimulating the use of the latter. The study contributes the literature by reinforcing the importance of relative consistency in luxury brand communication even in turbulent times.
Visual communication ; Photo content analysis ; Social media ; COVID-19
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Podaci o prilogu
148-153.
2023.
objavljeno
10.1007/978-3-031-25752-0_16
Podaci o matičnoj publikaciji
Ferrer-Rosell, Berta ; Massimo, David ; Berezina, Katerina
Springer
978-3-031-25751-3
2198-7246
2198-7254
Podaci o skupu
The 30th Annual International eTourism Conference ENTER23
predavanje
18.01.2023-20.01.2023
Johannesburg, Južnoafrička Republika