UTJECAJ TERORISTIČKIH NAPADA NA TURIZAM ODABRANIH DESTINACIJA I MARKETINŠKE STRATEGIJE OPORAVKA

master's thesis

• Title (english): THE IMPACT OF TERRORIST ATTACKS ON TOURISM OF SELECTED DESTINATIONS AND MARKETING RECOVERY STRATEGIES
• Author: Lidija Budak
• Mentor: Josip Mikulić (mentor)
• Committee member: Petra Barišić (predsjednik povjerenstva)
• Committee member: Ingeborg Matečić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Tourism); Zagreb
• Defense date and country: 2022-12-22, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Terorizam je veliki globalni problem koji korištenjem nasilja i straha nad ljudima iza sebe
ostavlja brojne političke, ekonomske i socijalne posljedice u zemlji koja je meta napada. S
obzirom da se turisti kreću na mjestima na kojima je velika frekvencija ljudi (npr. aerodromi,
željeznice, razne turističke atrakcije itd.), te su prema stajalištima nekih autora indirektni
predstavnici neprijateljskih vlada (Richter; 1986), smatraju se lakom metom napada. S obzirom
da je tendencija medija da objavljuju senzacionalističke naslove kako bi se povećala dnevna
tiraža, napad na turističke resorte i turiste teroristima jamči medijski publicitet koji im pomaže
u promociji svojih ideoloških ciljeva i narušavanju ekonomske i socijalne stabilnosti zemlje.
Kako je jedan od važnih faktora turistima prilikom odabira destinacije svakako imidž kao i
sigurnost destinacije, teroristički napadi će promijeniti percepciju destinacije u svijesti turista
te će usmjeriti tokove turističke potražnje dalje od te destinacije. S obzirom na tu činjenicu,
veliki izazov i bitan faktor u povratak u “normalno” za turističke destinacije jest sam krizni
menadžment i suradnja s medijima na osnaživanju pozitivnog imidža destinacije nakon napada
te povratak turista u istu. Stoga se u ovom radu analiziraju ekonomski učinci terorističkih
napada u odabranim destinacijama i marketinške strategije oporavka, a napravljeno je i
istraživanje o percepciji i motivaciji turista za odlazak u terorizmom pogođene destinacije.

Abstract (english)

Terrorism is a major global problem and through the use of violence and fear against people,
leaves numerous political, economic and social consequences in country that is the target of the
attack. Taking into consideration that tourists move in places where there is a high frequency
of people (e.g. airports, railways, various tourist attractions, etc.), and according to the views
of some authors “tourists are indirect representatives of enemy governments” (Richter; 1986),
they are considered as easy target of attack. Media's tendency is to publish sensationalist
headlines to increase readability, so an attack on tourist resorts and tourists guarantees terrorists
media publicity that helps them promote their ideological goals and disrupt the country's
economic and social stability. As one of the important factors for tourists when choosing a
destination is certainly image and safety of the destination, terrorist attacks will change the
perception of the destination in minds of tourists and will direct flow of tourist demand away
from that destination. Considering this fact, a major challenge and an important factor in the
return to "normal" for tourist destinations is crisis management itself and cooperation with the
media to strengthen the positive image of the destination after the attack and the return of
tourists to it. Therefore, this master's thesis analyzes economic effects of terrorist attacks in
selected destinations and recovery marketing strategies. Also research was made about
perception and motivation of tourists to visit destinations affected by terrorism.

• Keywords: terorizam; sigurnost destinacije; ekonomski učinci; krizni menadžment; marketinške strategije oporavka
• Keywords (english): terrorism; destination safety; economic impacts; crisis management; marketing recovery strategies
• Language: croatian
• URN:NBN: urn:nbn:hr:148:338783
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2023-01-04 20:36:33