Author Identifier

Gregory Willson

ORCID : 0000-0001-9300-6361

Violetta Wilk

ORCID : 0000-0001-7990-769X

Ruth Sibson

ORCID : 0000-0002-4722-5034

Ashlee Morgan

ORCID : 0000-0002-6351-1313

Document Type

Journal Article

Publication Title

Journal of Tourism Futures

Publisher

Emerald

School

School of Business and Law

RAS ID

36045

Comments

Willson, G., Wilk, V., Sibson, R., & Morgan, A. (2021). Twitter content analysis of the Australian bushfires disaster 2019-2020: Futures implications. Journal of Tourism Futures, 7(3), 350-355. https://doi.org/10.1108/JTF-10-2020-0183

Abstract

Purpose: This paper aims to explore the themes and nature of sentiment of Twitter content that discussed the Australian bushfire disaster 2019–2020 and its associated wildlife devastation, with considerations for the future of Australia’s tourism industry. Design/methodology/approach: A large, qualitative data set consisting of all publicly available Twitter posts during the period of the Australian bushfires from December 2019 to March 2020 that mentioned the bushfires and wildlife are explored. Findings: The devastation of wildlife through the Australian bushfire disaster elicited emotionally charged Twitter content from both Australian and overseas users. Positive sentiment focused on offering support to areas impacted by wildlife devastation. Negative sentiment concentrated on linking the Australian bushfires disaster to global discussions surrounding the climate emergency, and a perceived lack of political action. Originality/value: Despite the intensity of media attention directed towards the Australian bushfires disaster 2019–2020, there has been little scholarly research exploring social media content specifically focused on the wildlife devastation and its association with, and implications for, the tourism industry.

DOI

10.1108/JTF-10-2020-0183

Creative Commons License

Creative Commons Attribution 4.0 License
This work is licensed under a Creative Commons Attribution 4.0 License.

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