Tourist destination appeal and natural disasters : communication after the 2011 floods in Monterosso

On October 25th 2011, a devastating flood struck the popular Italiam tourist destination of the Cinque Terre, a UNESCO World Heritage site listed since 1997, and a National Park. The village of Monterosso was one of the most seriously damaged. This natural disaster had a serious impact on travel and tourism, urging for adequate crisis communication management. This paper analyzes the discursive strategies enacted to respond to crisis and restore the image of the area. The focus is on the communicative approch adopted that integrate web 2.0 and interact constantly with and among communities. Preliminary investigation suggests that a new community has been created in order to cope with the emergency, support the flow of information and keep (textual and visual) track of the catastrophe and – above all – the progress made.