Deciphering social media’s role in tourism during crises: a scientific examination

This study examines the current research landscape regarding the utilisation of social media within the tourism industry during crises, recognising the sector's susceptibility to external factors. A systematic review of 70 peer-reviewed articles published in English-language journals covered the years until 2022. The findings reveal the increasing relevance of social media during the COVID-19 pandemic. The study (i) presents the transformations in the research area, (ii) describes a conceptual framework of seven social media mechanisms for the tourism industry coping with a crisis, and (iii) offers a roadmap for future studies. The findings may connect academics and practices and serve as references for practitioners to identify and develop effective crisis responses.