Eliciting collaborative positive psychology in tourism crisis communication: The role of visual framing

The significant role of visual framing in crisis communication has been increasingly emphasized. Although the crisis of the COVID-19 pandemic has passed, crisis communication during that period remains an extreme but typical case of citizen-to-citizen crisis communication. Thus, in our study, using citizen-to-citizen communication about Shanghai Disneyland as a case, we analyzed the role of visuals in such communication through the lens of collaborative positive psychology. In particular, following a phenomenon-based theorizing approach, we sought to elucidate the positive transformation of individuals’ psychology due to visuals during the crisis. Results indicate a dynamic process through which the negative event transformed into a positive one due to collective sense-making mediated by visuals. Results also reveal that negative emotions partly drove the positive transformation toward emotional solidarity. In this article, we discuss potential ethical issues behind visual communication despite the identified positive outcomes and highlight theoretical and practical implications for the era of visual culture.