Sport event and destination co-branding: Analysis of social media sentiment in an international, professional sport event crisis

Morgan, A; Wilk, V; Sibson, R; Willson, G

Sport event and destination co-branding: Analysis of social media sentiment in an international, professional sport event crisis

Morgan, A

Wilk, V Sibson, R Willson, G

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Publisher:: Elsevier BV
Publication Type:: Journal Article
Citation:: Tourism Management Perspectives, 2021, 39, pp. 100848-100848
Issue Date:: 2021-07-01

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Field	Value	Language
dc.contributor.author	Morgan, A https://orcid.org/0000-0002-6351-1313
dc.contributor.author	Wilk, V
dc.contributor.author	Sibson, R
dc.contributor.author	Willson, G
dc.date.accessioned	2021-12-23T00:51:24Z
dc.date.available	2021-12-23T00:51:24Z
dc.date.issued	2021-07-01
dc.identifier.citation	Tourism Management Perspectives, 2021, 39, pp. 100848-100848
dc.identifier.issn	2211-9736
dc.identifier.uri	http://hdl.handle.net/10453/152480
dc.description.abstract	This study investigates the sentiment of social media user-generated content (UGC) when an international, professional sport event is cancelled due to a crisis. The purpose is to provide insight into the brand implications for both the sport event and the host destination. From a co-branding perspective this paper analyses the cancellation of the 2018 Margaret River Pro surfing event. Leximancer analysis of 5684 Twitter posts across three time periods (pre, during, post crisis) over a calendar year found that sentiment shifted, and negative sentiment was more closely aligned to the destination than the event. This exploratory study seeks to unpack some of the complexities of event and destination co-branding and crisis management, presenting implications for industry and academia. In doing so, the study contributes to the paucity of scholarly knowledge examining real-time social media users' response to a crisis in a sport event tourism context.
dc.language	en
dc.publisher	Elsevier BV
dc.relation.ispartof	Tourism Management Perspectives
dc.relation.isbasedon	10.1016/j.tmp.2021.100848
dc.rights	info:eu-repo/semantics/closedAccess
dc.subject	1506 Tourism
dc.title	Sport event and destination co-branding: Analysis of social media sentiment in an international, professional sport event crisis
dc.type	Journal Article
utslib.citation.volume	39
utslib.for	1506 Tourism
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
utslib.copyright.status	closed_access	*
dc.date.updated	2021-12-23T00:51:23Z
pubs.publication-status	Published
pubs.volume	39

Abstract:

This study investigates the sentiment of social media user-generated content (UGC) when an international, professional sport event is cancelled due to a crisis. The purpose is to provide insight into the brand implications for both the sport event and the host destination. From a co-branding perspective this paper analyses the cancellation of the 2018 Margaret River Pro surfing event. Leximancer analysis of 5684 Twitter posts across three time periods (pre, during, post crisis) over a calendar year found that sentiment shifted, and negative sentiment was more closely aligned to the destination than the event. This exploratory study seeks to unpack some of the complexities of event and destination co-branding and crisis management, presenting implications for industry and academia. In doing so, the study contributes to the paucity of scholarly knowledge examining real-time social media users' response to a crisis in a sport event tourism context.

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http://hdl.handle.net/10453/152480