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This paper studies the process by which tourists establish relationship quality with the destination brand in a crisis situation and the role that message consistency pursued through integrated marketing communications (IMC) has in this process.

Relationship quality was analyzed through three key marketing variables: satisfaction, trust and commitment. The impact of message consistency on relationship quality was tested using partial least squares structural equation modeling (PLS-SEM).

Results confirm the interplay between the three relationship quality dimensions and suggest that message consistency directly influences tourist satisfaction and trust in destination service providers, with its impact on affective commitment being mediated by satisfaction.

This research study is limited to only one geographical context and one type of destination stakeholders.

Messages that consumers receive about a destination brand through multiple touchpoints must be consistent and non-contradictory to reduce consumers' uncertainties during the crisis.

This paper examines an underinvestigated research area of the effects of IMC on consumer–brand relationship outcomes in tourism. The study has a number of theoretical and practical implications for destination marketers during and beyond a crisis situation.