Wildfires Crisis in Holiday Destinations: The Power of Social Media in Shaping Destination Image
Authors: Marinakou, E.
Journal: Tourism Review
Publication Date: 05/04/2027
Publisher: Emerald
eISSN: 1759-8451
ISSN: 1660-5373
DOI: 10.1108/TR-03-2026-0377
Abstract:This study explores how tourists interpret and respond to wildfire crises in tourism destinations, focusing on the role of social media as a crisis information environment, while exploring the role of prior destination experience and the contextual influence of generational differences.
A qualitative approach was adopted using semi-structured online interviews with 35 participants representing different generations and varying levels of familiarity with Rhodes. A visual elicitation exercise incorporating wildfire-related photographs and videos was used to facilitate discussion. Data were analysed using the Framework Method, combining deductive and inductive thematic analysis.
The findings suggest that tourists actively interpret wildfire-related information through credibility assessment and source verification. Visual crisis content heightened risk perceptions, particularly among non-visitors, while prior destination experience helped contextualise crisis information and maintain positive destination perceptions. Generational differences were mainly evident in media use and risk sensitivity.
Tourism managers should address misinformation on social media and provide accurate personalised crisis communication. Understanding generational differences can improve communication strategies and support responsible information sharing during tourism crises.
The study extends wildfire crisis and destination image literature by demonstrating that prior destination experience influences the relationship between social media exposure and crisis perceptions. It also challenges assumptions about fundamental generational differences in evaluating online information, providing a more nuanced understanding of social media influence during tourism crises.
Source: Manual