Visual Social Media Communication of Italian Luxury Hotels and the Pandemic: An AI-Assisted Content Analysis

Katarzyna Minor; Jelena Mušanović; Jelena Dorčić; Miha Bratec

doi:10.1007/978-3-031-25752-0_16

Visual Social Media Communication of Italian Luxury Hotels and the Pandemic: An AI-Assisted Content Analysis

Katarzyna Minor^*, Jelena Mušanović, Jelena Dorčić, Miha Bratec

^*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

Abstract

This study analyses the visual social media communication of Italian 5-star hotel brands to investigate whether it has changed over the course of COVID-19. An AI-based image content analysis approach was used to extract the most frequently ascribed labels from 2,439 collected photos of three consecutive year samples. The results of the performed content analysis show that the visual communication of the hotel brand is mainly focused on interior design and the natural environment, with the pandemic stimulating the use of the latter. The study contributes the literature by reinforcing the importance of relative consistency in luxury brand communication even in turbulent times.

Original language	English
Title of host publication	Information and Communication Technologies in Tourism 2023 - Proceedings of the ENTER 2023 eTourism Conference
Editors	Berta Ferrer-Rosell, David Massimo, Katerina Berezina
Publisher	Springer Nature
Pages	148-153
Number of pages	6
ISBN (Print)	9783031257513
DOIs	https://doi.org/10.1007/978-3-031-25752-0_16
Publication status	Published - 15 Jan 2023
Event	30th Annual International eTourism Conference, ENTER 2023 - Johannesburg, South Africa Duration: 18 Jan 2023 → 20 Jan 2023

Publication series

Name	Springer Proceedings in Business and Economics
ISSN (Print)	2198-7246
ISSN (Electronic)	2198-7254

Conference

Conference	30th Annual International eTourism Conference, ENTER 2023
Country/Territory	South Africa
City	Johannesburg
Period	18/01/23 → 20/01/23

Keywords

COVID-19
Photo content analysis
Social media
Visual communication

Access to Document

10.1007/978-3-031-25752-0_16

Cite this

Minor, K., Mušanović, J., Dorčić, J., & Bratec, M. (2023). Visual Social Media Communication of Italian Luxury Hotels and the Pandemic: An AI-Assisted Content Analysis. In B. Ferrer-Rosell, D. Massimo, & K. Berezina (Eds.), Information and Communication Technologies in Tourism 2023 - Proceedings of the ENTER 2023 eTourism Conference (pp. 148-153). (Springer Proceedings in Business and Economics). Springer Nature. https://doi.org/10.1007/978-3-031-25752-0_16

Minor, Katarzyna ; Mušanović, Jelena ; Dorčić, Jelena et al. / Visual Social Media Communication of Italian Luxury Hotels and the Pandemic : An AI-Assisted Content Analysis. Information and Communication Technologies in Tourism 2023 - Proceedings of the ENTER 2023 eTourism Conference. editor / Berta Ferrer-Rosell ; David Massimo ; Katerina Berezina. Springer Nature, 2023. pp. 148-153 (Springer Proceedings in Business and Economics).

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abstract = "This study analyses the visual social media communication of Italian 5-star hotel brands to investigate whether it has changed over the course of COVID-19. An AI-based image content analysis approach was used to extract the most frequently ascribed labels from 2,439 collected photos of three consecutive year samples. The results of the performed content analysis show that the visual communication of the hotel brand is mainly focused on interior design and the natural environment, with the pandemic stimulating the use of the latter. The study contributes the literature by reinforcing the importance of relative consistency in luxury brand communication even in turbulent times.",

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author = "Katarzyna Minor and Jelena Mu{\v s}anovi{\'c} and Jelena Dor{\v c}i{\'c} and Miha Bratec",

note = "Publisher Copyright: {\textcopyright} 2023, The Author(s).; 30th Annual International eTourism Conference, ENTER 2023 ; Conference date: 18-01-2023 Through 20-01-2023",

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Minor, K, Mušanović, J, Dorčić, J & Bratec, M 2023, Visual Social Media Communication of Italian Luxury Hotels and the Pandemic: An AI-Assisted Content Analysis. in B Ferrer-Rosell, D Massimo & K Berezina (eds), Information and Communication Technologies in Tourism 2023 - Proceedings of the ENTER 2023 eTourism Conference. Springer Proceedings in Business and Economics, Springer Nature, pp. 148-153, 30th Annual International eTourism Conference, ENTER 2023, Johannesburg, South Africa, 18/01/23. https://doi.org/10.1007/978-3-031-25752-0_16

Visual Social Media Communication of Italian Luxury Hotels and the Pandemic: An AI-Assisted Content Analysis. / Minor, Katarzyna; Mušanović, Jelena; Dorčić, Jelena et al.
Information and Communication Technologies in Tourism 2023 - Proceedings of the ENTER 2023 eTourism Conference. ed. / Berta Ferrer-Rosell; David Massimo; Katerina Berezina. Springer Nature, 2023. p. 148-153 (Springer Proceedings in Business and Economics).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

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AU - Bratec, Miha

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N2 - This study analyses the visual social media communication of Italian 5-star hotel brands to investigate whether it has changed over the course of COVID-19. An AI-based image content analysis approach was used to extract the most frequently ascribed labels from 2,439 collected photos of three consecutive year samples. The results of the performed content analysis show that the visual communication of the hotel brand is mainly focused on interior design and the natural environment, with the pandemic stimulating the use of the latter. The study contributes the literature by reinforcing the importance of relative consistency in luxury brand communication even in turbulent times.

AB - This study analyses the visual social media communication of Italian 5-star hotel brands to investigate whether it has changed over the course of COVID-19. An AI-based image content analysis approach was used to extract the most frequently ascribed labels from 2,439 collected photos of three consecutive year samples. The results of the performed content analysis show that the visual communication of the hotel brand is mainly focused on interior design and the natural environment, with the pandemic stimulating the use of the latter. The study contributes the literature by reinforcing the importance of relative consistency in luxury brand communication even in turbulent times.

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Minor K, Mušanović J, Dorčić J, Bratec M. Visual Social Media Communication of Italian Luxury Hotels and the Pandemic: An AI-Assisted Content Analysis. In Ferrer-Rosell B, Massimo D, Berezina K, editors, Information and Communication Technologies in Tourism 2023 - Proceedings of the ENTER 2023 eTourism Conference. Springer Nature. 2023. p. 148-153. (Springer Proceedings in Business and Economics). doi: 10.1007/978-3-031-25752-0_16

Visual Social Media Communication of Italian Luxury Hotels and the Pandemic: An AI-Assisted Content Analysis

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