“Sanitary measures, social distancing, safety”: The evolution of Swiss hoteliers’ Covid-19 communication through three snapshots

Since the first reports of the Covid-19 virus in December 2019, the tourism industry has struggled to find solutions to this unprecedented crisis. During crises, organizational learning can develop crisis management and communication skills while enhancing organizational resilience in coping with crises. This research examines whether organizational learning for communicating during crises occurred in the Swiss hotel industry in the past 2 years. By tracking and visualizing the messages communicated by Swiss hotels on their websites, this study analyzes the communication strategies employed by hoteliers over the past 20 months through thematic analysis, co-occurrence analysis, and Situational Crisis Communication (SCCT) strategies. The results of this study identified the evolution of communication strategies over time. Specifically, ingratiation, corrective action, transferring, victimization, and justification are the five key strategies. This study also visualizes the crisis responses in concept maps in three snapshots (June 2020, June 2021, and February 2022). The concepts and colors of the visualization provide a different perspective on the evolution of crisis communication over the past 2 years. This study contributes to academia and practitioners by demonstrating the evolution of crisis communication messages through both the granular analysis of SCCT strategies and the bird’s-eye view of themes and concepts.