Digitalno krizno komuniciranje u turizmu – studija slučaja erupcije vulkana Cumbre ViejaDigitalno krizno komuniciranje u turizmu – studija slučaja erupcije vulkana Cumbre ViejaDigitalno krizno komuniciranje u turizmu – studija slučaja erupcije vulkana Cumbre ViejaDigitalno krizno komuniciranje u turizmu – studija slučaja erupcije vulkana Cumbre ViejaDigitalno krizno komuniciranje u turizmu – studija slučaja erupcije vulkana Cumbre ViejaDigitalno krizno komuniciranje u turizmu – studija slučaja e

The purpose of this paper is to provide answers to a key question in crisis situations related to tourism, namely, how to manage crisis communication due to natural disasters. For this purpose, the more recent case of the eruption of the Cumbre Vieja volcano was chosen. The authors investigated how the tourist board of La Palma managed crisis communication. Considering the sensitivity of tourism, it is important to skilfully manage crisis communication and thereby reduce the harmful consequences of crisis. Within the case study of the Cumbre Vieja volcano eruption, the content of posts of the tourist board of La Palma on Twitter during the crisis period was analysed. The research was conducted on a sample of 307 posts in Spanish and English language found on the official Twitter profile of the La Palma tourist board. The research results showed that the tourist board of La Palma intensified its communication with Twitter users in the acute phase of the volcano eruption crisis, and their key messages during the communication of the crisis were targeted and simple. Additionally, the research has shown the importance of having a defined crisis communication strategy in advance to effectively respond to unforeseen situations. The analysis shows that social networking sites have become indispensable channels for communication and building trust during crisis. This study highlights a few important aspects of managing crisis communication in tourism and contributes to understanding the significance of communication in preserving the reputation of a tourist destination during the crisis.