This study analysed the changes in destination marketing organisation's (DMOs) marketing communications in response to the unprecedented shock of the pandemic. A total of 250,979 tweets and 44,560 replies by 113 DMOs before and during the pandemic were carefully examined using descriptive and time series analyses, topic modelling, sentiment analysis, and principal component analysis. The findings revealed four change patterns in Twitter usage: degrade, disseminate, engage, and elevate. Topic modelling identified 19 content topics and their five trends during the pandemic: falling, rebounding, maintaining, relapsing, and rising. Additionally, the four general content strategies — emotional, functional, informational, and experiential — provided a guideline and competitive landscape for DMOs to use in planning and devising their marketing communication strategies to handle such a shock. This study effectively addresses several research gaps, including the dearth of longitudinal, cross-country, and supply-side studies on crisis communications in tourism. As such, it enriches the existing body of knowledge by taking a comprehensive look at the diverse communication executions and strategies during both regular periods and crises. In doing so, it bridges the gap between theories of crisis communications and general social media communication strategies employed by DMOs.

这项研究分析了目的地营销组织（DMO）营销传播的变化，以应对前所未有的疫情冲击。使用描述性和时间序列分析、主题建模、情绪分析和数据分析，仔细检查了大流行之前和期间 113 个 DMO 的总共 250,979 条推文和 44,560 条回复。主成分分析。调查结果揭示了 Twitter 使用的四种变化模式：降级、传播、参与和提升。主题建模识别了 19 个内容主题及其疫情期间的 5 种趋势：下降、反弹、维持、复发和上升。此外，四种通用内容策略（情感、功能、信息和体验）为 DMO 提供了指导方针和竞争格局，可用于规划和设计应对此类冲击的营销传播策略。这项研究有效地解决了一些研究空白，包括缺乏关于旅游业危机沟通的纵向、跨国和供应方研究。像这样，它通过全面审视正常时期和危机期间的各种沟通执行和策略，丰富了现有的知识体系。在此过程中，它弥合了危机传播理论与 DMO 采用的一般社交媒体传播策略之间的差距。