O papel das relações públicas nos destinos turísticos que sofrem atentados terroristas: análise da comunicação de crise realizada em Londres, Manchester e Paris depois dos atentados de 2017
DOI:
https://doi.org/10.5294/pacla.2021.24.1.6Palavras-chave:
Relações públicas, organizações de marketing de destino, redes sociais, gestão de crises, terrorismo, Europa, comunicação, comunicação de criseResumo
Os atentados terroristas supõem um impacto negativo na imagem dos destinos, que afeta a sua demanda turística e gera uma crise no setor turístico. Por isso, o objetivo deste artigo é verificar como as organizações de marketing de destinos (OMD) de Londres, Manchester e Paris gerenciaram essa crise durante e após os atentados em 2017 a partir de uma perspectiva das relações públicas. Para isso, realizou-se uma análise de conteúdo dos tuítes publicados nas contas oficiais dos destinos ao longo de 30 dias depois dos atentados terroristas. A partir da literatura existente sobre comunicação de crise, elaborou-se um formulário de análise que analisou o timming, o formato e o conteúdo dos tuítes, bem como as reações que geraram nos públicos. Os resultados mostram que as três OMD centraram seus esforços comunicativos na difusão de conteúdos de promoção turística para gerenciar a crise, mas, apesar de os públicos desejarem estar informados quando acontece um atentado para entender o ocorrido e se sentirem seguros, as OMD comunicaram pouco ou nada sobre o tema. Além disso, os tuítes que informaram sobre o gerenciamento do atentado realizado e a proteção aos stakeholders foram os que obtiveram maiores reações entre os públicos. As principais contribuições do estudo são o formulário de análise criado para a análise da comunicação de crise dos destinos e ter demonstrado que os públicos valorizam a informação recebida sobre o atentado e o gerenciamento de proteção realizada por parte das OMD.
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Huertas, A., Oliveira, A. y Balagué López, N. (2021). Rol de las relaciones públicas en los destinos turísticos que sufren atentados terroristas: análisis de la comunicación de crisis realizada en Londres, Mánchester y París tras los atentados de 2017. Palabra Clave, 24(1), e2416. https://doi.org/10.5294/pacla.2021.24.1.6
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