Volcanic hazards, uncertainty and destination reputation: media narratives of the El Hierro eruption

In this study, the role of mass media in the social construction of a natural hazard and its impact on a tourist destination are analysed, using the 2011 submarine volcanic eruption on the island of El Hierro (Spain) as a case study. Drawing on a content analysis of 2073 press articles and face-to-face interviews with stakeholders, the paper examines how journalistic narratives may shape hazard perception. The results indicate that media coverage, focused on scientific uncertainty and political controversy, generated an image of insecurity that increased the impact on tourism arrivals and exacerbated local economic consequences. We conclude that communication management is a critical factor in shaping tourism destination image and in promoting trust in the face of a hazard. This study highlights the need for ethical information strategies that balance public safety with the protection of territorial reputation.