How is the Middle East prepared to attract tourists despite political instability?

Bachelorarbeit von Petra Böhm

Abstract:

The tourism industry is more susceptible to negative events than any other economic sector. In recent years, the tourism industry has experienced many crises and disasters, such as terrorist attacks and political instability.

The Middle East has for centuries been an area of imperialist rivalry, war and political turmoil and is thus a region of permanent political instability. Given that dramatic reductions in travel patterns derive from experiencing such unrest and tensions, it is essential to develop plans in order to cope with the impacts of such turmoil and to protect tourism. Hence, chaos and change gain in importance and form part of modern tourism management.

This dissertation focuses on Israel and Jordan and examines the impacts of political instability. An interrelationship between political unrest and tourism is identified, as well as a strong linkage between crisis management and destination marketing.

Also, the measurements which are taken to minimise the adverse impacts with regard to the tourism industry are identified in this research. The particular challenges the Middle East is faced with regarding the marketing activities are presented, such as destination image, negative media coverage and the perception of risk. The aforementioned aspects play again a significant role in the decision making process of the tourist which is addressed in this study. To cope with these challenges, various strategies are applied. Among these are e.g. isolation marketing and partnerships with the media.

Finally, the main aspects which had previously been identified were included in a questionnaire. Jordanian and Israeli Tourism Boards had been interviewed and the results are analysed in a case study, whereby parallels as well as discrepancies are identified.

Table of Contents:

Text Sample:

Chapter 2.1, Crisis Management: The following section examines why crisis management is crucial for a destination to attract tourists. The events in Israel will be used as an exemplar of political instability and the effects on the tourism industry in Israel and Jordan will be presented.

Chapter 2.1.1, Definition of Crisis: Attempts to define a crisis were made by numerous authors. Sönmez, Bachmann and Allen refer to this as ‘any occurrence which can threaten the normal operations and conduct of tourism related to business; damage a tourist destination’s overall reputation for safety, attractiveness, and comfort by negatively affecting visitors’ perceptions of that destination; and, in turn, engender downturn in the local travel and tourism industry, by the reduction in tourist arrivals and expenditures’.

Richter and Waugh stated that ‘tourism may decline precipitously when political conditions appear unsettled. Tourists simply choose alternative destinations’. Regarding the impacts of crisis and disasters on a country’s industry, strategies are therefore to be developed to protect the tourism business. Pizam and Smith emphasise the linkage between terrorism and tourism: terrorism affects the demand for travelling to a region and discourages the public from international travel. To conclude, ‘perceptions of political stability and safety are a prerequisite for tourist visitation’. This explains clearly the role of crisis management in the tourism context.