Work

Customer Behaviour in Response to Disaster Announcements: A Big Data Analysis of Digital Marketing in Hospitality

Year: 2025

Type: article

Abstract: In today’s hyperconnected world, disaster announcements—regardless of actual impact—can significantly shape consumer behaviour and brand perception in the hospitality sector. This study investigates how customers respond online to disaster-related signals, focusing on digital marketing activities by luxury hotels in Santorini, Greece. Drawing on a case study of the Santorini Earthquake in February 2025—during which the Greek government declared a state of emergency—we use big data analytics, including web traffic metrics, social media interaction and fuzzy cognitive mapping, to analyse behavioural shifts across platforms. The findings indicate that disaster signals trigger increased engagement, altered sentiment and changes in advertising efficiency. This study provides actionable recommendations for tourism destinations and hospitality brands on how to adapt digital strategies during crisis periods.

Source: Tourism and Hospitality

DOI: 10.3390/tourhosp6020112

Authors: Dimitrios P. Reklitis, Marina C. Terzi, Damianos P. Sakas, Christina Konstantinidou Konstantopoulou

Institution: Agricultural University of Athens

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: gold

Estimated APC paid: $1,448

OpenAlex ID: W4411278330

FWCI: 8.981

Cites: 83

Cited by: 5

Related to: 10