Cultural Differences and Social Amplification of Risk of a Tourism Destination: Foreign Media Coverage after 2016/2017 Earthquakes in Central Italy

Tourism destinations are very exposed to disaster that can influence tourism demands and trends. As a matter of fact, terrorist activities, political instability and natural disasters are the three main factors, in the contemporary society, which can influence and support the risk perception and thus, have an impact on the tourist decision making process. This perception and the social amplification of risk are affected by media coverage during the events. The purpose of the current study is to investigate the role of media coverage in reporting risk in the context of a ‘risky destination’, as in the case of the Marche region, which has been stricken by several seismic events in August and October 2016 as well as in January 2017. In particular, this study analyses cultural differences from the perspective of online newspapers media coverage in the two countries during the earthquakes period using an explorative approach. This study draws attention to the cultural differences in media coverage and social amplification of risk Italy as a risky area and could will raise awareness among tourism marketers and policy makers about the importance of customized promotion and advertising strategies considering cultural differences.