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

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.