Adjusting marketing efforts for terrorism and tourism: an exploratory discussion on motivation and on the desire for safety

• Autor(a) principal: Au-Yong-Oliveira, Manuel
• Data de Publicação: 2017
• Outros Autores: Costa, Rui
• Tipo de documento: Artigo
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10773/38779
• topic: Terrorism; Tourism; Safety; Destination innovation; Price

The objectives of this research paper are to discuss where tourism is moving towards, inview of recent social events, namely terrorism, and how and what adaptations are necessary and can bemade in order to maximize the utility of tourism for consumers and commercial organizations alike. Wehave used a mixed quantitative and qualitative methodology to ascertain how powerful the followingmotivators are: desire for safety, destination innovation, and price – with regards to tourist destinations– via an exploratory survey, with higher education master’s degree students (millennials), taking a courseon strategy and competitiveness, with 83 valid responses. We propose an exploratory model for motiva-tion, in view of our survey results, which may however change, if terrorism increases yet further, beyondits current levels. Our study does indicate that tourism will have to evolve to solve a new customer need– safety and the absence of harm while on holiday.