What is Service Failure

In the pre-pandemic era, price competition dominates digital brand messages in the tourism industry for “call to action”; however, in the pandemic era, the focus of digital brand messages is to provide aspiration for potential travelers. For example, the cruise industry used to focus on providing information on deals in the communication, but today it appears to maintain attention, interest, and desire for cruise which has not been continued due to pandemic. In the pre-pandemic era, loyalty can be measured by action-level purchase data, but today it can be measured by attitudinal data including reactions to the social media messages. This chapter used text mining methods to examine how various brands adopts different messages strategies with various sentiments and topics. These empirical findings will provide theoretical and managerial implications for digital communication strategies for more reactions and digital brand management for greater loyalty.