Table 1 Coding template Discourse... | Emerald Publishing

Table 1

Coding template

Discourse category	Codes	Exemplary online comments
Destination marketing	Advertising Reactions of DMO	“This is great advertising for Tyrol advertising! Well done!” (1724) “Ridiculous…the spot was good!” (2480) “Not just the CEO Marketing Manager, but rather Tyrol advertising in general, nourishes the feeling that it is not an independent company but rather a branch of the Tyrolean Chamber of Agriculture.” (898)
Perception of destination	Tradition Narrow-minded Making fun of destination	“Just because something is tradition doesn’t mean you have to obsessively stick to it. It would be good to finally reduce milk production.” (2437) “Pathetic and embarrassing. Tyrol is remarkably backward, even by Austrian standards.” (563) “Feel free to drink your ‘natural’ product. We're just making fun of the narrow-minded Tyrolean officials.” (213)
Farmers	Dairy industry Making fun of farmers Problems of farmers Agricultural subsidies	“Who cares about dairy farmers anymore? Half of the people are lactose intolerant, and milk cannot keep up with a barista of oats.” (2461) “Embarrassing reaction from the farmers and just as embarrassing that they are giving in to this kindergarten level and changing the spot.” (2507) “Agricultural subsidies are not bad in themselves. The distribution is bad. If, as I read elsewhere recently, 10% of farmers collect 90% of the subsidies, something is going wrong.” (75)
Politics	Politics in general Narrow-minded political alliances in the destination Making fun of the whole debate	“They act like this is our biggest problem in the world” (2045) “Not just the CEO Marketing Manager, but rather Tyrol advertising in general, nourishes the feeling that it is not an independent company but rather a branch of the Tyrolean Chamber of Agriculture.” (898) “Extremely shocked at the lack of sensitivity Qat milk, OAT MILK! Mhm,…what are environmental disasters, war, epidemics, the death of dear people and famine in comparison?” (969)
Milk and milk alternatives	Cow’s milk (Plant) milk alternatives Labeling of milk Consumption preferences	“Cow’s milk is a useless product.” (2) “Milk-based cheese, yoghurt and kefir taste better than plant-based products.” (917) “[I] will now switch to oat milk. It’s more ecological and probably healthier too. (377) “[“Milk”] Doesn’t say anything about whether it’s edible or comes from a cow.” (2240)
Environment and animals	Animal suffering Impact on environment (CO₂, climate change)	“Plant milk is healthier, better for the climate and no animal has to suffer. Who needs more reasons? Not me.” (1716) “Oat milk causes 75% less CO2 emissions than cow's milk.” (400) “But there is no question that it (cow’s milk) destroys the environment. The massively supernatural livestock farming that we humans now maintain (organic or not) is more harmful to the ozone layer than all cars combined.” (2304)
Health	General health Nutrition (protein) Allergies	“Milk provides fat and protein and was an important part of the diet when there wasn’t much else. This was later successfully reinterpreted as ‘milk is super healthy’, which is simply not true in general.” (1640) “The point is that cow’s milk is often intolerable for adults and also removes calcium during digestion.” (17)

Discourse category	Codes	Exemplary online comments
Destination marketing	Advertising Reactions of DMO	“This is great advertising for Tyrol advertising! Well done!” (1724) “Ridiculous…the spot was good!” (2480) “Not just the CEO Marketing Manager, but rather Tyrol advertising in general, nourishes the feeling that it is not an independent company but rather a branch of the Tyrolean Chamber of Agriculture.” (898)
Perception of destination	Tradition Narrow-minded Making fun of destination	“Just because something is tradition doesn’t mean you have to obsessively stick to it. It would be good to finally reduce milk production.” (2437) “Pathetic and embarrassing. Tyrol is remarkably backward, even by Austrian standards.” (563) “Feel free to drink your ‘natural’ product. We're just making fun of the narrow-minded Tyrolean officials.” (213)
Farmers	Dairy industry Making fun of farmers Problems of farmers Agricultural subsidies	“Who cares about dairy farmers anymore? Half of the people are lactose intolerant, and milk cannot keep up with a barista of oats.” (2461) “Embarrassing reaction from the farmers and just as embarrassing that they are giving in to this kindergarten level and changing the spot.” (2507) “Agricultural subsidies are not bad in themselves. The distribution is bad. If, as I read elsewhere recently, 10% of farmers collect 90% of the subsidies, something is going wrong.” (75)
Politics	Politics in general Narrow-minded political alliances in the destination Making fun of the whole debate	“They act like this is our biggest problem in the world” (2045) “Not just the CEO Marketing Manager, but rather Tyrol advertising in general, nourishes the feeling that it is not an independent company but rather a branch of the Tyrolean Chamber of Agriculture.” (898) “Extremely shocked at the lack of sensitivity Qat milk, OAT MILK! Mhm,…what are environmental disasters, war, epidemics, the death of dear people and famine in comparison?” (969)
Milk and milk alternatives	Cow’s milk (Plant) milk alternatives Labeling of milk Consumption preferences	“Cow’s milk is a useless product.” (2) “Milk-based cheese, yoghurt and kefir taste better than plant-based products.” (917) “[I] will now switch to oat milk. It’s more ecological and probably healthier too. (377) “[“Milk”] Doesn’t say anything about whether it’s edible or comes from a cow.” (2240)
Environment and animals	Animal suffering Impact on environment (CO₂, climate change)	“Plant milk is healthier, better for the climate and no animal has to suffer. Who needs more reasons? Not me.” (1716) “Oat milk causes 75% less CO2 emissions than cow's milk.” (400) “But there is no question that it (cow’s milk) destroys the environment. The massively supernatural livestock farming that we humans now maintain (organic or not) is more harmful to the ozone layer than all cars combined.” (2304)
Health	General health Nutrition (protein) Allergies	“Milk provides fat and protein and was an important part of the diet when there wasn’t much else. This was later successfully reinterpreted as ‘milk is super healthy’, which is simply not true in general.” (1640) “The point is that cow’s milk is often intolerable for adults and also removes calcium during digestion.” (17)

Source:

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