Digital crisis communication in hospitality and tourism: public and industry perspectives from China

ABSTRACT In the digital age, effective crisis communications are vital for shaping public sentiment in hospitality and tourism, where emotional engagement influences consumer behavior and trust. This study investigates how online interactions between government agencies, hospitality and tourism firms, and citizens shape public emotional responses during digital crises in China. Drawing on risk and empathic communication theories, we examined data from 1209 Chinese hospitality and tourism professionals and citizens using structural equation modeling. The results indicated that both informational and emotional digital interactions significantly enhanced positive public emotions, with empathy serving as a mediator. Risk perception moderated these effects, amplifying emotional responses under high-risk conditions. These findings offer practical advice regarding digital engagement strategies, emotional branding, and customer relationship management during crises. This study advances theoretical understanding and practical applications in hospitality marketing by introducing an emotion-driven communication framework with broad relevance to global tourism crisis management.