Exploring hidden topics on hotel Facebook fan pages before and during the COVID-19 crisis
Inmaculada Rabadán-Martín,
Francisco Aguado-Correa,
Nuria Padilla-Garrido
Abstract:Purpose -This study analyzes the way that firm-generated content (FGC) was adapted in the accommodation sector through hotel chains' Facebook posts at a time of crisis. Specifically, this research aims to: (1) explore hidden topics in hotel chains' FGC; (2) classify topics according to their promotional or non-promotional content; and (3) compare topics during the first months of the COVID-19 crisis and the same months of 2019.Theoretical framework -The method/theoretical approach used in this research is soci… Show more
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