La comunicación de crisis de Barcelona tras el atentado terrorista / The crisis communication of Barcelona after the terrorist attack
DOI:
https://doi.org/10.5783/revrrpp.v8i15.509Keywords:
Comunicación de crisis, atentado terrorista, imagen de destinoAbstract
Dado que los atentados terroristas influyen en la imagen de los destinos y en las decisiones turísticas (Araña & León, 2008), los profesionales de la comunicación de los destinos deben actuar para que los atentados afecten lo menos posible y los destinos recuperen lo más rápidamente su imagen. Por ello, el objetivo de este artículo es conocer cómo gestionó Barcelona Turisme su comunicación de crisis durante y después del atentado de agosto de 2017 a través de su plataforma de Twitter. Para ello se creó una plantilla de análisis desde el ámbito de la comunicación y se realizó un análisis de contenido de los tweets publicados por la cuenta oficial del destino a lo largo de un mes tras los atentados terroristas. Se analizaron tanto los tuits propios como los retuits que hicieron de otras cuentas. Los resultados muestran que a pesar de la gran potencialidad de Twitter para la comunicación de los atentados (Choi, 2012; Fowler, 2017), Barcelona Turisme no creó muchos tweets propios para esta comunicación, sino que la mayoría fueron retuits de otros organismos, en especial respecto a la información del atentado. Además, los contenidos de los tweets se centran básicamente en la información sobre el atentado y solidaridad con los stakeholders y sólo un tercio de ellos contiene información posterior para recuperar la imagen dañada por la crisis. Las principales contribuciones del estudio han sido la creación de una metodología de análisis para la comunicación de crisis tras atentados terroristas y los resultados y conclusiones del estudio, que conforman una información práctica muy útil para la gestión comunicativa de atentados terroristas en los destinos turísticos.
Palabras clave: Comunicación de crisis, atentado terrorista, imagen de destino
Abstract
Terrorist attacks impact in destination images and tourist decisions (Araña& León, 2008). This is why the communication managers of destinations must act trying to diminish this impact and to recover the destination image as soon as possible. The aim of this research is to know how Barcelona Turisme managed its crisis communication during and after the attack of August 2017 through its Twitter account. A template of analysis was created to carry out a content analysis of the tweets published by the official account of the destination during one month after the terrorist attack. The own tweets and the retweets of other organizations were analysed. The results show that although the great potential of Twitter for the communication of crisis communication (Choi, 2012; Fowler, 2017), Barcelona Turisme did not create many own tweets. Moreover, the content of the tweets is focused mainly on the information about the attack and solidarity with the stakeholdersand only one third of them contains later information to recover the destination image damaged by the crisis. The main contributions of the study are the creation of a methodology of analysis for the crisis communication after terrorist attacks and the results and conclusions of the study, that are useful information for the management of the communication of terrorist attacks in tourist destinations.
Keywords: Crisis communication, terrorist attack, destination image
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References
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