Digital communication and recovery strategy during crisis: evidence from the tourism industry

Purpose This study aims to attempt to understand how various stakeholders perceive crisis management and recovery, underscoring the pivotal role of digital communication in rebuilding trust in the industry after a crisis. In addition, the study explores the viability of the Health Belief Model (HBM) as a valuable framework for managing crises within the tourism sector. Design/methodology/approach Data from a primary survey of users from the tourism sector were analyzed to assess the relationships among the various constructs within the context of tourism services. Structural equation modelling (SEM) was used for data analysis. Subsequently, the results extended the existing model formulation. Findings The results of the data analysis indicated that the two main predictors of restoration were perceived usefulness and facilitators. Furthermore, the results affirm that fear of crisis also predicted restoration with an effect size of −0.056. This study contributes to and extends the HBM, providing an integrated perspective for formulating recovery strategies in the tourism and hospitality industry. This research underscores the importance of self-efficacy, showing that confidence in safely using tourism services significantly boosts motivation. Social implications This study’s findings can assist industry practitioners and policymakers in developing robust crisis communication and recovery strategies. These strategies are crucial for rebuilding trust and confidence within the industry after a crisis. Originality/value The proposed model offers a significant data-driven perspective. This approach enhances our understanding of how these sectors respond to and recover from crises, potentially leading to more effective crisis management and recovery.