Voices in the storm: Analyzing MakeMyTrip's crisis communication during COVID‐19 through a multivocality lens

Author:

Upadhyay Shalini1,Upadhyay Nitin2ORCID,Gour Alekh3

Affiliation:

1. Humanities and Social Science Department BITS Pilani K K Birla Goa Campus Goa India

2. Department of IT Systems and Analytics Indian Institute of Management Jammu Jammu India

3. Healthcare Management and Big Data Analytics Goa Institute of Management Goa India

Abstract

AbstractThe COVID‐19 pandemic's travel restrictions have created significant difficulties for travellers and online travel agencies (OTAs), such as MakeMyTrip (MMT). This research examines MMT's crisis communication during the pandemic through multivocality, using Twitter data to analyze actors, topics, emotions and interaction patterns. The results show complex relationships among travellers, government, media, airlines and MMT, revealing who assigns blame and who takes it, and displaying dominant emotions like anger, fear, anticipation and trust. Initially, MMT used denial, minimization and scapegoating as crisis response strategies but later switched to corrective action and mortification. The study advances the understanding of crisis communication by considering multivocality and interaction patterns, and its results can help organizations, particularly OTAs, understand the importance of multivocal communication during a crisis and how to respond effectively to customer complaints and concerns.

Publisher

Wiley

Subject

Management, Monitoring, Policy and Law,Management Information Systems

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