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Physically Apart, Emotionally Close

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.