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

• Autor(a) principal: Oliveira, Manuel Au-Yong
• 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: https://doi.org/10.34624/rtd.v1i27/28.8943

The objectives of this research paper are to discuss where tourism is moving towards, in view of recent social events, namely terrorism, and how and what adaptations are necessary and can be made in order to maximize the utility of tourism for consumers and commercial organizations alike. We have used a mixed quantitative and qualitative methodology to ascertain how powerful the following motivators 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 course on strategy and competitiveness, with 83 valid responses. We propose an exploratory model for motivation, in view of our survey results, which may however change, if terrorism increases yet further, beyond its 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.