How Content Richness and Sentiment Tendency Affect the Effectiveness of Official Tourism Emergency Response Information on Social Media

The joint impact of message features and framing in tourism emergency communication on social media remains underexplored. This study investigates how content richness and sentiment tendency influence the effectiveness of official tourism emergency response information on social media, moderated by Promotion, Action, and Evaluation frames. A total of 3,853 official response posts from two real cases on Weibo were collected via web scraping and analyzed using content analysis, natural language processing, and regression modeling. Results show content richness increases reposts, comments, and positive feedback but not likes, while sentiment tendency drives likes. The Promotion Frame boosts the impact of content richness on comments; the Action Frame reduces its effect on reposts and comments; and the Evaluation Frame increases likes and positive feedback. This study refines the application of framing theory by illustrating how frame and content features interact to shape user engagement during tourism emergencies.