Presenter Bios

Ahmad Fitri Amir is a doctoral student in the Department of Tourism, Recreation and Sport Management at the University of Florida (UF) and earned her master’s degree on tourism development in School of Housing, Building and Planning from Universiti Sains Malaysia (USM) in 2010. His PhD studies are sponsored by the Malaysian Government. He is currently on 4-year sabbatical from the Department of Tourism Management, Universiti Teknologi MARA (UiTM) Malaysia.

Dr. Lori Pennington-Gray is a Professor in the Department of Tourism, Recreation and Sport Management, and the Director of the Tourism Crisis Management Institute at the University of Florida. She has been involved in numerous tourism research projects in the United States and other countries. Her research has focused on understanding the current state of affairs in various sectors in the industry’s planning and crisis preparedness.

Abstract

The role of communication intensifies during crisis. As social media is full with cluttered, random and unfiltered information shared by the network of users, some information may caught the attention of the users, some information may be unintentionally missed and others could be intentionally ignored. This conceptual paper proposes an empirical investigation to examine persuasive crisis communication strategies in tourism via social media particularly on factors related to sources of information, message formats and functionalities. Conceptual framework for this study is adapted by integrating Elaborations Likelihood Model (ELM) and Technology Acceptance Model (TAM). An online survey will be developed by using Qualtric Online Survey Software and distributed to tourists who use social media during travel. Descriptive statistics will be generated for categorical variables. One-way analysis of variance (ANOVA) will be performed to compare means between different groups and its statistical significance for variables that used ordinal data.

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Optimizing Social Media Functionalities and Message Format for Persuasive Crisis Communication in Tourism

The role of communication intensifies during crisis. As social media is full with cluttered, random and unfiltered information shared by the network of users, some information may caught the attention of the users, some information may be unintentionally missed and others could be intentionally ignored. This conceptual paper proposes an empirical investigation to examine persuasive crisis communication strategies in tourism via social media particularly on factors related to sources of information, message formats and functionalities. Conceptual framework for this study is adapted by integrating Elaborations Likelihood Model (ELM) and Technology Acceptance Model (TAM). An online survey will be developed by using Qualtric Online Survey Software and distributed to tourists who use social media during travel. Descriptive statistics will be generated for categorical variables. One-way analysis of variance (ANOVA) will be performed to compare means between different groups and its statistical significance for variables that used ordinal data.