Die alpine Tourismuswirtschaft nach der Pandemie steht heute vor tiefgreifenden, langfristigen und disruptiven Veränderungen. Neue Arbeits- und Freizeitformen entwickeln sich, digitale Transformation und Künstliche Intelligenz zeigen ihre Potenziale für den Tourismussektor. Das von Thomas Bieger, Pietro Beritelli und Christian Laesser herausgegebene Jahrbuch untersucht die damit verbundenen Chancen, Lösungsansätze und Trends aus unterschiedlichen Blickwinkeln.Eine einmalige Zusammenstellung zur aktuellen Weiterentwicklung des alpinen Tourismus in Forschung und Praxis.

This chapter aims to explore the use of social media channels in the crisis communication of Austrian family-led hotels during the COVID-19 pandemic. Building on current research on family businesses and crisis communication on social media, the authors investigated seven Instagram profiles of family-owned hotels in Tyrol and its borders. The data were collected in spring and summer 2020 and then analyzed using a mixed-method approach. First, the researchers did a quantitative analysis of the hashtags and then conducted a qualitative content analysis of the pictures and respective captions. The results show that information relating to the crisis is rarely communicated and the focus of communication rather lies on positive attitudes, emotions, and classic alpine marketing topics. During the crisis, the hotels present themselves as resilient and anchored in their family values. This chapter adds new insights to current research on family firms' crisis communication and provides valuable findings for the development of a successful communication strategy for family businesses.

Affected by the COVID-19 pandemic, Austrian ski resorts needed to create an emotional attachment to absent tourists and provide attractive offers for local guests at the same time. This study aims to reveal how they have used Instagram to connect with their heterogeneous audiences. To do so, the authors combined a quantitative hashtag analysis and qualitative content analysis of 16 Instagram accounts. Findings indicate a tendency of the ski resorts to communicate positively connotated winter holiday content and present themselves as attractive skiing areas. Here, the topics of the winter landscape, weather, infrastructure, and holiday activities represent dominant themes whereas COVID-19 was covered rarely. In comparison to the previous winter season, only slight differences were identified. This study provides new findings to the rare amount of research on crisis management in ski resorts and contributes further insights into COVID-19 research in tourism. The implications will help ski resorts to prepare for communication in upcoming seasons and future crisis management.

This chapter aims to explore the use of social media channels in the crisis communication of Austrian family-led hotels during the COVID-19 pandemic. Building on current research on family businesses and crisis communication on social media, the authors investigated seven Instagram profiles of family-owned hotels in Tyrol and its borders. The data were collected in spring and summer 2020 and then analyzed using a mixed-method approach. First, the researchers did a quantitative analysis of the hashtags and then conducted a qualitative content analysis of the pictures and respective captions. The results show that information relating to the crisis is rarely communicated and the focus of communication rather lies on positive attitudes, emotions, and classic alpine marketing topics. During the crisis, the hotels present themselves as resilient and anchored in their family values. This chapter adds new insights to current research on family firms' crisis communication and provides valuable findings for the development of a successful communication strategy for family businesses.

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