Social media shifts in Myanmar’s tourism image post-2021 military coup

This study examines how the Myanmar military coup of 2021 impacted international tourists’ perceptions of the country as a travel destination. Using a social media analysis approach, the study explores changes in sentiment and themes across platforms, including Twitter, Instagram, and travel forums, focusing on posts made by prospective and former tourists both before and after the coup. Data was collected through keyword searches related to Myanmar tourism, and analyzed using sentiment analysis and thematic content analysis to identify shifts in perceptions and key areas of concern. Results indicate a significant shift in sentiment, with emerging concerns about safety, ethics, and human rights, which overshadow the previously dominant themes of cultural heritage and natural beauty. The study contributes to the literature on tourism in politically unstable regions and offers insights for policymakers and the tourism industry in Myanmar as they navigate the challenges of destination image recovery.