Literature Review
Use of Social Media to Seek Information in the Event of a Crisis during Travel
Within tourism, research focusing on understanding the role of social media in crisis management and communication is
embryonic (Cahyanto and Pennington-Gray 2012; Pennington-Gray et al. 2011; Pennington-Gray, Kaplanidou, and Schroeder 2012; Schroeder 2012; Schroeder et al. 2013). Based on a case study of VISIT FLORIDA®’s use of social media during the Deepwater Horizon Oil Spill, Pennington- Gray et al. (2011) suggested that social media be integrated into tourism crisis management and communication plans. By effectively using social media throughout the various phases of a crisis, social media can be used to help mitigate potentially negative crisis effects on tourists’ perceptions and tourist arrivals at the affected destination (Pennington- Gray et al. 2011). In addition to assisting the supply side of tourism during crises, use of social media can assist the demand side as well. For example, Twitter was utilized by the Dallas-Fort Worth International Airport to inform travelers of an impending tornado threat and proper safety precau- tions (Paul 2012).
Drivers of tourists’ use of social media to seek information in the event of a crisis during travel include the extent of past international travel experience (Schroeder 2012), nationality (Schroeder 2012), perceptions of risk (Pennington- Gray, Kaplanidou, and Schroeder 2012; Schroeder et al. 2013), age (Pennington-Gray, Kaplanidou, and Schroeder 2012; Schroeder 2012), and marital status (Schroeder 2012). The specific findings are presented in the corresponding sections of the literature review. Technological adoption has also been found to influence the likelihood to turn to social media to seek information in the event of a crisis during travel (Schroeder et al. 2013). International tourists who have used a smartphone during past travel have been found to be more likely to seek crisis information through social media during travel than tourists who have not used a smart- phone during past travel (Schroeder et al. 2013). Interestingly, however, social media use in the everyday lives of African American tourists has not been found to have an effect on use of social media to seek information in the event of a crisis during travel (Pennington-Gray, Kaplanidou, and Schroeder 2012). The likelihood of social media use to seek hurricane evacuation information during travel has been found to be affected by current knowledge of and past experience with hurricanes, frequency of visits to the destination, size of the travel party, and place of residence (Cahyanto and Pennington-Gray 2012). These findings support the notion that tourists are not homogenous in their likelihood to turn to social media to seek information in the event of a crisis during travel. In fact, there are several factors that have been found to influence use of social media to seek information in the event of a crisis during travel, including the sample itself (Cahyanto and Pennington-Gray 2012; Pennington-Gray et al. 2011; Pennington-Gray, Kaplanidou, and Schroeder 2012; Schroeder 2012; Schroeder et al. 2013).
การทบทวนวรรณกรรมการใช้สื่อสังคมออนไลน์เพื่อค้นหาข้อมูลในกรณีวิกฤตในระหว่างเดินทางภายในท่องเที่ยว วิจัยเน้นการเข้าใจบทบาทของสังคมในการจัดการภาวะวิกฤตและการสื่อสารเป็นตัวอ่อน (Cahyanto และสีเทา Pennington 55 สีเทา Pennington et al. 2011 สี เทา Pennington, Kaplanidou และ Schroeder 2012 Schroeder 2012 Schroeder et al. 2013) ตามกรณีศึกษาใช้ไปฟลอริดา®ของสังคมระหว่างการ Deepwater ฮอไรซอนน้ำมันหก Pennington - Gray et al. (2011) แนะนำที่สังคมจะรวมอยู่ในการจัดการวิกฤตการท่องเที่ยวและแผนการสื่อสาร สังคมสามารถใช้เพื่อช่วยบรรเทาผลกระทบวิกฤตอาจลบภาพลักษณ์ของนักท่องเที่ยวและนักท่องเที่ยวมาถึงที่ปลายทางได้รับผลกระทบ (Pennington เทา et al. 2011) โดยการใช้สื่อสังคมตลอดทั้งขั้นตอนต่าง ๆ ของวิกฤตได้อย่างมีประสิทธิภาพ นอกจากการให้ความช่วยเหลือด้านอุปทานการท่องเที่ยวช่วงวิกฤต การใช้สื่อสังคมสามารถช่วยในด้านความต้องการเช่น ตัวอย่าง มีใช้ Twitter โดยดัลลัสฟอร์ทเวิร์ธสนามแจ้งนักท่องเที่ยวใกล้พายุทอร์นาโดภัยคุกคามและความปลอดภัยที่เหมาะสม precau-tions (Paul 2012)Drivers of tourists’ use of social media to seek information in the event of a crisis during travel include the extent of past international travel experience (Schroeder 2012), nationality (Schroeder 2012), perceptions of risk (Pennington- Gray, Kaplanidou, and Schroeder 2012; Schroeder et al. 2013), age (Pennington-Gray, Kaplanidou, and Schroeder 2012; Schroeder 2012), and marital status (Schroeder 2012). The specific findings are presented in the corresponding sections of the literature review. Technological adoption has also been found to influence the likelihood to turn to social media to seek information in the event of a crisis during travel (Schroeder et al. 2013). International tourists who have used a smartphone during past travel have been found to be more likely to seek crisis information through social media during travel than tourists who have not used a smart- phone during past travel (Schroeder et al. 2013). Interestingly, however, social media use in the everyday lives of African American tourists has not been found to have an effect on use of social media to seek information in the event of a crisis during travel (Pennington-Gray, Kaplanidou, and Schroeder 2012). The likelihood of social media use to seek hurricane evacuation information during travel has been found to be affected by current knowledge of and past experience with hurricanes, frequency of visits to the destination, size of the travel party, and place of residence (Cahyanto and Pennington-Gray 2012). These findings support the notion that tourists are not homogenous in their likelihood to turn to social media to seek information in the event of a crisis during travel. In fact, there are several factors that have been found to influence use of social media to seek information in the event of a crisis during travel, including the sample itself (Cahyanto and Pennington-Gray 2012; Pennington-Gray et al. 2011; Pennington-Gray, Kaplanidou, and Schroeder 2012; Schroeder 2012; Schroeder et al. 2013).
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Literature Review
Use of Social Media to Seek Information in the Event of a Crisis during Travel
Within tourism, research focusing on understanding the role of social media in crisis management and communication is
embryonic (Cahyanto and Pennington-Gray 2012; Pennington-Gray et al. 2011; Pennington-Gray, Kaplanidou, and Schroeder 2012; Schroeder 2012; Schroeder et al. 2013). Based on a case study of VISIT FLORIDA®’s use of social media during the Deepwater Horizon Oil Spill, Pennington- Gray et al. (2011) suggested that social media be integrated into tourism crisis management and communication plans. By effectively using social media throughout the various phases of a crisis, social media can be used to help mitigate potentially negative crisis effects on tourists’ perceptions and tourist arrivals at the affected destination (Pennington- Gray et al. 2011). In addition to assisting the supply side of tourism during crises, use of social media can assist the demand side as well. For example, Twitter was utilized by the Dallas-Fort Worth International Airport to inform travelers of an impending tornado threat and proper safety precau- tions (Paul 2012).
Drivers of tourists’ use of social media to seek information in the event of a crisis during travel include the extent of past international travel experience (Schroeder 2012), nationality (Schroeder 2012), perceptions of risk (Pennington- Gray, Kaplanidou, and Schroeder 2012; Schroeder et al. 2013), age (Pennington-Gray, Kaplanidou, and Schroeder 2012; Schroeder 2012), and marital status (Schroeder 2012). The specific findings are presented in the corresponding sections of the literature review. Technological adoption has also been found to influence the likelihood to turn to social media to seek information in the event of a crisis during travel (Schroeder et al. 2013). International tourists who have used a smartphone during past travel have been found to be more likely to seek crisis information through social media during travel than tourists who have not used a smart- phone during past travel (Schroeder et al. 2013). Interestingly, however, social media use in the everyday lives of African American tourists has not been found to have an effect on use of social media to seek information in the event of a crisis during travel (Pennington-Gray, Kaplanidou, and Schroeder 2012). The likelihood of social media use to seek hurricane evacuation information during travel has been found to be affected by current knowledge of and past experience with hurricanes, frequency of visits to the destination, size of the travel party, and place of residence (Cahyanto and Pennington-Gray 2012). These findings support the notion that tourists are not homogenous in their likelihood to turn to social media to seek information in the event of a crisis during travel. In fact, there are several factors that have been found to influence use of social media to seek information in the event of a crisis during travel, including the sample itself (Cahyanto and Pennington-Gray 2012; Pennington-Gray et al. 2011; Pennington-Gray, Kaplanidou, and Schroeder 2012; Schroeder 2012; Schroeder et al. 2013).
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