Research on how the public responds and attributes their experiences to negative destination events on social media during a crisis is limited. This study fills the research gap by analyzing public response on social media to highly visible immoral destination events and service failures. A chain of negative events took place when a heavy snow storm hit a popular tourism destination (i.e., Murree); these events were extensively publicized on Twitter, and is used as a case. Applying text mining as a combination of topic modeling and sentiment analysis to 89,897 tweets in the dataset, the study analyzes temporal and topical dynamics of public discussion to investigate the useful insights of such data at each disaster stage based on the extended Fink's four-stages of crisis and disaster model. The study shows that the public response on twitter as a number of tweets is moderated by the series of negative events. Results reveal that the majority of tweets are posted in the chronic phase. The most popular tweeted themes are related to tourists' switching intentions – and voicing, portraying negative image of Murree as a tourism destination. Further, anger has been the most dominating emotion, following fear, sadness, and joy during the crisis life cycle. Moreover, the most negative emotions expressed in Tweets relate to topics: local and international sentiments about the incidents followed by the public emotions toward crisis and negative destination image. The findings offer practical implications in tourism, hospitality, and crisis management domains having the potential for future research, which will truly offer value addition for potential researchers.