CRISIS COMMUNICATION IN TOURISM
Crisis has many forms and can occur anytime and anywhere. Unfortunately, in most cases, even when it becomes apparent that the crisis is happening, a substantial number of managers and decision makers are not yet aware that crisis is taking place and that time is running out for making an adequate response. This is particularly true for the tourism sector that is exposed to a vast number of different risks that should be approached appropriately and professionally. Otherwise, tourist organizations, as well as tourist destinations, will be faced with catastrophic consequences that might be impossible to completely recover from. The first step towards avoiding damaging image and reputation of tourism organizations and destinations is in effective communication with various types of public and stakeholders in the moments of crisis. Those are moments when public relations officers can literally determine the faith of the company or destination. The scope of this paper is to stress the significance of communication in the state of crisis and briefly cover the most efficient strategies for communicating in crisis.
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