Crisis Communication Strategies and their Impact on Brand Reputation

Rezumat

Crisis communication strategies are essential for organizations seeking to safeguard their brand reputation during disruptive events. This study investigates the relationship between crisis communication and brand reputation. The study used a quantitative approach and employed a descriptive correlational design, incorporating a self-made questionnaire that was administered to 146 respondents, composed of both employees and guests of accredited resorts in Cagwait, Surigao del Sur, Philippines. The data were analyzed using Weighted Mean and Multiple Regression Analysis. Weighted mean was used to identify the crisis communication strategies currently used by these resorts and their current brand reputation while Multiple regression analysis was used to analyze the significant relationship between crisis communication and brand reputation of the resorts. The correlation matrix indicates that there is a strong positive relationship between the crisis communication strategies employed by resorts and their brand reputation. This means that as resorts improve their communication strategies during crises, their brand reputation tends to improve correspondingly. Ultimately, this study contributes valuable insights into crisis management within the hospitality context, equipping organizations with the necessary tools to navigate challenges effectively.