11575_Understanding the economic impact terrorism has on the destination

Understanding the economic impact Terrorism has on the Destination Decision Making :
Northern Irish Tourists.
Dissertation submitted in part fulfillment of the requirements
For the degree of
MBA, Marketing
At Dublin Business School
YashRaithatha
10327251

Terrorism and Tourism 2

Declaration

I, Yash Raithatha, declare that this research is my original work and that it has never been presented
to any institution or university for the award of Degree or Diploma. In addition, I have referenced
correctly all literature and sources used in this work and this work is fully compliant with the Dublin
Business School‟s academic honesty policy.

Date: 04/09/2017

Place: Dublin, Ireland
Terrorism and Tourism 3

Acknowledgement

The research work has been the beneficial learning process that extremely enhanced my knowledge.
The analytical skill has been considerably improved due to conducting this research work. The
research provided me a great opportunity to tackle the hindrances and effectively overcoming the
situations. In this regard, the precious supervision from the professors and my peers has helped me
to carry out the research work in the successful manner and enriching my experience. I would like to
express gratitude to my supervisor Prof.Michael J. Maguire for backing me up and providing
invaluable guidance in this research. The academic guides were very useful and provided great
assistance throughout the research course. I would like to appreciate my friends that supported me
and encouraged me for acquiring the necessary information. Lastly, I would like to appreciate the
candidates that have shown their interest in the research survey and provided beneficial information
about the subject. Thus, I can proudly say that all these people have inspired me throughout the
research process.
Heartiest Thanks and Warmth Wishes
Yours Sincerely.

Terrorism and Tourism 4

ABSTRACT

The aim of this study is to understand perceptions of Irish tourist with respect to tourist destinations
that have faced a terrorist attack in recent years. This study focuses on Paris where terrorism
incidents occurred and aims to understand how these attacks affect tourists‟ perception in Ireland.
There is a need to conduct studies in relation to impact of terrorism on tourism as tourism is
considered to be one of the important sources of economic activities and income for individuals and
economies in modern world. Although there is significant amount of literature focusing on impact of
terrorism, however, majority of the studies lack a perspective from tourists. Although it is important to
study economic impacts of terrorism using economic indicators, yet it is also important to understand
how individual tourists are affected by such incidents. This study conducted a focus group consisting
of six participants. Data collection method was a questionnaire that contained closed ended and open
ended questions. The results of the study indicate that terrorism has a significant impact on tourists‟
choice of destination. Within the context of Paris, terrorist attacks in Brussels have affected Paris‟
brand as a tourism destination. This study also found that media coverage, particularly negative
media coverage also have significant impact on tourists decision making process. Within the context
of Paris this study found that perception of risk increases due to terrorist‟s attacks however, general
perception of risk is typically higher than actual risks. Tourists develop a positive opinion about
terrorist affected area and majority of the tourist feel safe in Paris despite terrorist attacks. This study
recommends that marketing and branding campaigns are critical for Paris to recover its position as a
safe and attractive tourist destination in the world.

Terrorism and Tourism 5

INTRODUCTION
7
BACKGROUND OF RESEARCH
7
RATIONALE OF RESEARCH
9
RESEARCH AIM AND OBJECTIVES
11
RESEARCH QUESTIONS
12
SUB-RESEARCH QUESTIONS?
12
LITERATURE REVIEW
13
TOURIST TRAVEL DECISION MAKING
13
TERRORISM AND ITS FORMS
14
SEVERITY OF IMPACT OF TERRORISM ON TOURISM INDUSTRY
15
MULTI-FACETED IMPACT OF TERRORISM
16
POLITICAL REACTIONS AND INDUSTRY LEVEL IMPACT OF INTERNATIONAL TERRORISM
18
SHORT-TERM AND LONG-TERM TOURIST RESPONSES TO TERRORISM
18
TERRORISM: RISKS AND THEIR PERCEPTIONS
19
TERRORISM AND ROLE OF MEDIA: CASES OF SPAIN AND EGYPT
21
CURRENT STATE OF TERRORISM: PERSPECTIVE OF NORTHERN IRISH TOURISTS
22
IMPACT OF COGNITIVE AND AFFECTIVE ASPECTS OF DECISION MAKING
25
BRANDING DESTINATION IMAGE: CASE OF PARIS
26
SUMMARY
26
RESEARCH METHODOLOGY
28
INTRODUCTION TO THE CHAPTER
28
RESEARCH DESIGN
28
RESEARCH METHOD
29
RESEARCH PHILOSOPHY
30
RESEARCH APPROACH
30
DATA COLLECTION
31
PRIMARY DATA COLLECTION
31
SECONDARY DATA COLLECTION
32
SAMPLING
32
DATA ANALYSIS
33
ACCESSIBILITY AND RELIABILITY
33
ETHICAL CONSIDERATIONS
34
LIMITATIONS IN THE DATA COLLECTION
34
SUMMARY OF THE CHAPTER
35
RESULTS
36
INTRODUCTION
36
Terrorism and Tourism 6

RESULTS
37
CORRELATION ANALYSIS
60
REGRESSION
60
THEMATIC ANALYSIS
63
IMPACT OF TERRORISM ON TOURISM IN PARIS AND ECONOMY IMPLICATIONS
63
PSYCHOLOGICAL STATE OF GENERAL POPULATION AND ITS DOMINATION RESULTING IN
VARIATION IN TOURISM
64
ROLE OF INTERNATIONAL MEDIA IN SUPPORTING OR DAMAGING THE TOURISM INDUSTRY IN A
REGION
65
STEPS TO BE TAKEN BY AUTHORITIES FOR MINIMISING NEGATIVE IMAGE OF PARIS TOURISM
65
DISCUSSION
66
CONCLUSIONS AND RECOMMENDATIONS
67
CONCLUSIONS
67
RECOMMENDATIONS
68
FUTURE RESEARCH IMPLICATIONS
69
PERSONAL REFLECTION
70
REFERENCES
72
APPENDICES
77
APPENDIX-1: CHARTS DEPICTING IMPACT OF BRUSSELS ATTACK
77
QUESTIONNAIRE SURVEY
79

Terrorism and Tourism 7

Introduction
Background of Research
In the context of tourism in Europe, the industry accounts for 10% of the total economic activity in
European Union (Danzell, Yeh and Pfannenstiel, 2016). Britain, Germany and France are the 3
largest economies in Europe while France boasts to be the most travelled country with about 84
million tourists visiting every year (Alderman, 2016). For the continent that relies tremendously on
foreign tourists, the notion of destination image becomes very important. This has been the reason
that Europe is on high profile in the international media, the very fact that tends to hit hard when
negative publicity daunts the region (Ben, 2008). Terrorism, one of the long endured political and
economic issues in Europe which has compelled the Governments in European Union to constantly
look into political and military reforms, has been jeopardizing tourism, the most lucrative industry in
the region.
On March 22, 2015 the bombings inside Brussels airport shocked the world. According to Alderman
(2016) and Skift (2016) there were 2 facts exclusive to this attack in context of Brussels. First was the
identity of this airport as one of the busiest airports in Europe with close to 23 million passengers
flying in and out of it every year. The second was the advanced security mechanisms employed at
Brussels Airport that were considered state-of-the-art and highly advanced in terms of tackling any
security related threat efficiently (Brussels Attack | Skift, 2016). So when the assault on Brussels
Airport was known to the rest of the world, there was not only the sense of shock and fear, but also
the crude uncertainty on safety about all those places in the world that are considered safe (CNN
Library, 2016).

Source: (Brussels Attack | Skift, 2016)
Dan Peltier (2016) in his analysis of the event presented his findings in the form of 4 charts that
revealed the damage done to European tourism industry as the consequence of this particular attack
in Brussels (Brussels Attack | Skift, 2016). The summary of the findings suggested that the impact on
Terrorism and Tourism 8

tourism related bookings was felt almost immediate and the reaction of tourists that exhibited the
negative impact belonged to regions all over the world. The mostcancellation in the hotel bookings
was initiated by group travellers, followed by families with children and the business travellers. More
than half the cancellations belonged to European travellers, of which Italy and Spain were the two
countries being most passive than the rest of European nations (Brussels Attack | Skift, 2016). The
statistics help in linking the reaction of the travellers from various nations to a region of terrorist event
as far as tourism plans are concerned. It is evident that the damage on the tourism industry as a
whole is tremendous whenever an event of terrorist assault occurs in the place. The regions of
international fame which are usually the choicest spots for international travellers during holidays
suffer this impact the worst due to negative media publicity combined with the actual damage that the
terrorism causes in the region (Terrorism impact on the travel industry in Europe | Statista, 2016).
Liz Alderman (2016) in her article published in „The New York Times‟ titled „Terrorism Scares Away
the Tourists Europe was Counting On‟ excellently presented the facts that reveal the magnitude of
economic downturn the tourism industry has faced in the continent. The November 30 attacks on
Paris resulting in economic decline for up to 70 percent in the following monthsrepresented the state
of shock that the European businesses associated with the industry had (Alderman, 2016). The
bombings in Brussels and Nice forced the hotel and travel bookings to fall from to the double digits;
immediately following this were the reports of deadly outburst in Germany and terrorism outbreak in
France, all in the same year one after the other. Alderman (2016) in her article described this as the
major structural change owing to phenomenon of war that was bound to transform the manner in
which industries operated in Europe till date. The author (Alderman, 2016) also associated this with
the huge political instability that lingered on to continue under multiple uncertainties. Is lamic State
killings accountable for terrorism across European Union is stronger than ever (Terrorism impact on
the travel industry in Europe | Statista, 2016). Brussels attack tends to show the knowledge and
access that the militants possess in the current times, the supremacy of which has been intimidating
to the governances all over the world (Brussels Attack | Skift, 2016). Needless to state that the
terrorism activists have gradually gathered enough power and access to the intricacies of current
security mechanisms which has been haunting the tourism industry in Europe menacingly.
This study focuses on understanding the impact that terrorism has created on Northern Irish tourists.
For focussed research, the study considers the perspective of Irish tourists in particular. Backed by
the fact that tourists from Northern Ireland have recently exhibited a switch in their choice of travel
destination, the researchseeks to judge the extent to which their decisions are inspired by terrorist
events in the region. There are 2 kinds of statistics which will assist this research: (i) outbound travel
statistics from Northern Ireland derived CSO and (ii) data relating terrorist events following the time
series approach, mainly confined to Europe.
The purpose of this study is therefore to understand the economic impact the terrorism has on the
Northern Irish tourists. The study seeks to understand their risk perceptions and also analyzes the
political and economic stability when comparing the destination choices of NorthernIrish tourists of
Terrorism and Tourism 9

media is keenly analyzed as the research differentiates between actual risk and perceived risk factors
existing in the destination choices.
Rationale of Research
This research gathers the perspective of Northern Irish tourists or of the travellers from Northern
Ireland in particular, on the subject of terrorism impacting tourism industry in the travel destinations.
Since the travellers from Northern Ireland frequently travel to UK or Europe for their holidays, the
study confines itself to the study of popular travel destinations within European. Premise of research
is focussed on the views of Northern Irish tourists for a special reason. This is because of the long
history of political and economic turmoil originating out of local violence that compels people of
Northern Ireland to travel far from their home as and when they get opportunity.
In 1921 Northern Ireland was created after the partition of Ireland initiated by British Parliament.
Northern Ireland became the part of United Kingdom, while Southern Ireland, the other divided region
constituted Republic of Ireland. In 1922 Southern Ireland adorned the status of „Free State‟ while
Northern Ireland held its autonomy over handful of vital decision making affairs under the Northern
Ireland Act 1988 (Hayes and McAllister, 2005). The major political decisions were however taken with
the consent of British parliament that led to the emergence of „unionists‟ within Northern Ireland.
These unionists were of different opinions, seldom conflicting, and had different political and religious
ideologies. The 2 primary unionist groups in the country were „Protestants‟ and „Nationalists‟
(Parkinson and Hayden, 2015). Protestants were the descendants of British colonialists who wanted
to be the part of the Great Britain, while Nationalists comprised of significant minority of Catholics who
considered themselves Irish. The two groups thus formed further fragmented into multiple unions, and
the region constantly faced the state of turmoil with prevailing high unemployment figure, political
instability and troubled governance (Parkinson and Hayden, 2015). During late 1960s, the clashes of
two sides took to extreme and turned into 3 decades of vengeance and violence in the country which
is considered the darkest era of internal terrorism that Northern Ireland witnessed (Danzell, Yeh and
Pfannenstiel, 2016). In 1998, the British Government enforced Good Friday Peace Agreement that
decommissioned the use of weapons within the region, putting a forceful end to the frequent
emergence of unions and advancing a step into industrializing the country through legal regulations.
This gave an industrial boost to Northern Ireland and encouraged some of the industries like tourism,
investment and business to develop; however the clashing religious ideologies and sporadic terrorist
events remained the unresolved problems in the country (Parkinson and Hayden, 2015).
John Horgan and Kurt Braddock‟s (2011) study about terrorism in Northern Ireland was intriguing in
bringing the role of governance in the country to light. Horgan and Braddock (2011) in their study
observed that there were several impending issues, both political and economic in nature, pending to
be resolved on national level as the discrimination, violence, terrorism and protests by Irish
Republican Army continued to succumb all of Government‟s resources in ensuring the everyday
normalcy in the province.
Terrorism and Tourism 10

Source: (CNN Library, 2017)

The above images are the reflection of political state of Northern Ireland, and provide a glimpse of the
extent of disturbance which prevails in the country. Northern Ireland has never realized the absolute
peace even for a brief period which is a major reason that there still is underdeveloped transportation
infrastructure in the region. Ever since its creation, the people of Northern Ireland have been visiting
either the other counties within United Kingdom (England, Scotland and Wales) or the regions in
Europe for their holidays (Danzell, Yeh and Pfannenstiel, 2016).
Terrorism and Tourism 11

Irish Tourist Industry (2016) in one of its report published on its official website derived statistics about
outbound travel from Ireland in the year 2015 from Central Statistics Office (CSO).

Source: CSO (2015, as cited in Northern Irish Tourist industry, 2016)
There are some striking points that need to be noted from this brief statistical table. While England,
North America and Portugal showed the decline in the tourist arrival from Ireland compared to the
previous year 2014, the decline is not only compensated but far exceeded by the increase in tourist
in-flow in Italy, Spain and France. Though Spain has always been one of the top choices of travellers
across Europe, the sudden increase of 25% in Spain and the surprisingly high inclination of traveller
in-flow in Italy need substantial explanation as to why Irish tourists have been confining their choices
to very few locations.
Besides this, there is a sudden drop of 10% in Portugal, the region that has recently started showing
troubled waters. While there can be many factors like cost of utilities during holidaying, climate or
some special international event in these places of choice, one of the factors for sudden drop in Irish
tourists‟ in-flow in few destinations and massive increase in the others can also be linked with
„terrorism‟.
Research Aim and Objectives
The objective of this research is to study theimpact the terrorism has on the Northern Irish tourists. To
achieve the aim of this research, the course of study is guided by following objectives which will be
attempted to be fulfilled as the research progresses:

To identify therisk perceptions related to terrorismwhich impact Northern Irish tourists with
their decision making
Terrorism and Tourism 12


To understand how these risk perceptions impact decision of Northern Irish tourists

To understand the role of media in highlighting or diminishingterrorism related risk
perceptions of Northern Irish tourists

To identify ways for risk management and marketing strategies to improve the destination
image.
Research Questions
To assist the research to achieve its objectives, there are following research questions which are
listed in accordance with the objectives sought to be fulfilled. The study will gain a direction in order to
answer these research questions adequately:
1. What are the perceived risk factors which impact Northern Irish tourists with their decision
about a holiday destination facing terrorism?
Sub-Research Questions?
1. In what manner does terrorism acts as the barrier in influencing Northern Irish tourists with
their travel decision?
2. To what extent is media responsible in influencing the decision making of Northern Irish
tourists travelling to a destination facing terrorism?
3. Through what kind of risk management and marketing strategies can the destination image
be improved?

Terrorism and Tourism 13

Literature Review
Tourist Travel Decision Making
Decision making is a complex phenomenon that is an aggregate of several determinants dominant or
recessive in different circumstances. The work of Solomon et al. (1999) was exceptional in proving
that travel decision making is not a single decision but a phenomenon resulting from various sub-
decisions that are governed by preferences, circumstances, needs and incurred costs by the traveller.
Verplanken and Orbell (2003) designed a Self-Reporting Habit Index concluding that travel decisions
are highly influenced by the habitual tendency of travellers motivated by habits like eating and
transportation. Bjork and Jansson (2008) combined the findings of Verpalnken and Orbell (2003) and
that of Solomon et al. (1999) to provide a decision making continuum that has 2 approaches at the
extremes: (i) Habitual Decision and (ii) Extensive Decision.

Source: (Bjork and Jansson, 2008)
The framework above is invaluable in understanding the role of factors like perceived need for
information, involvement and mental effort consumed on selecting an alternative, perceived
knowledge about various alternatives and the duration required to make up a decision. In the habitual
decision making this process is fast leading to the reduced risk of consumer getting disappointed due
to his/ her earlier experiences from the decision. The extensive decision on the other hand undergoes
traditional decision making process where the approach follows 5-step sequence including (i) Problem
recognition, (ii) Search for information, (iii) Evaluation of Alternatives, (iv) Product Choice and (v)
Outcomes (Bjork and Jansson, 2008).

Applying this framework to the case scenario of this particular study, the choice of Northern Irish
tourists can be analyzed within the two extremes of decision making. Any terrorist event taking place
at a certain tourist destination affects the three major determinants of a habitual decision maker-
Terrorism and Tourism 14

perceived need for information, involvement and mental effort. For example, after the Paris attack a
habitual traveller planning for a trip to Paris is likely to consider the „current‟ situation in Paris, get
involved actively in gathering this information and make a mental assessment on whether it would be
safe to travel to Paris based on perceived knowledge. There is thus the likelihood of decision making
process to shift towards „extensive decision making‟ approach from habitual based on change in
circumstances.
Terrorism and its Forms
United Nation‟s Secretary General‟s special panel on threats, challenges and change associated
terrorism with the unethical activities intended to cause the irreversible damage that had multitude of
highest severity. In its 2004 report on global threats and challenges facing the world, the panel
defined „terrorism‟ as an intended and deliberate act leading to the deaths or sever damage to
humans or non-combatants (United Nations, 2004). The panel further insisted on the objectives of
terrorism to be the intimidating of normal population, compulsion exerted on Government or regulatory
organizations to commit a certain act or compulsion exerted on Government or regulatory
organizations to abstain from doing certain act (United Nations, 2004).
In 2003, Nelson (2003) mentioned the four generic forms of terrorism as horror, dystoria, thriller and
noir, concentrating on the different impacts the terrorism caused on its victims while disregarding the
objectives due to which terrorism took place. This work of Nelson (2003) was contradicted to by Ben
(2008) who argued that terrorism results in all of the four mentioned forms by Nelson in varying
degrees, and that it is impossible to ascertain what impact a certain act of terrorism can cause. A
more elaborate classification of terrorism was later given by Kydd (2011).
Kydd (2011) in his work classified terrorism into three different categories based on the objectives due
to which the act of terrorism is committed. Kydd (2011) descried the three classifications as
nationalist, political and religious and also explained in detail the varying motives that separate one
form of terrorism from the other. Nationalist terrorism is the form that is confined to a certain region
and looks into sufficing the demands that originate through a social group or community of activists
(Kydd, 2011). Political Terrorism according to Kydd (2011) is any form of activity that is against the
motives of Government or political authorities. Berrebi and Klor (2006) earlier mentioned the political
terrorism under the generic notion of terrorism referring to extremist ideas against working motives of
the governances. Berrebi and Klor (2006) also offered the classification of terrorism as State
terrorism, transnational terrorism and global terrorism, overlapping the classifications of nationalist
and political terrorism as given by Kydd (2011). The third form of terrorism described by Kydd (2011)
is Religious Terrorism, which has its origin tied to religious ideologies and cult movements. Margolis
(2004) in his work earlier also mentioned about the gradually enhancing pace of terrorism closely
connected somewhere to the roots of religions, concluding that religious beliefs and assumptions
leads to religious conflicts and clashes that tend to get severe as there appears no resolution to the
conflicting ideas. Mokark (2016) in his work on „Modern Terrorism as a social phenomenon‟ referred
Terrorism and Tourism 15

to the terrorism in current times most affluent by religion-driven compulsions that turn global as the
globalization blurs the geographic boundaries.
Ben (2008) referred to nationalist terrorism as the movement that gets powerful with social inclusion
and support from general society. In his work Ben (2008) argued that nationalist terrorism relies on
the support from general population and is usually driven by highly charismatic leaders who have
potential to gain on numbers when driving a nationalist terrorism activity. The reliance on strong
leadership in case of nationalist terrorism as explained by Ben (2008) thus distinguishes this form of
terrorism from the others which have „cause‟ as the terrorism driver. Political terrorism has also been
the subject of debate among researchers in terms of it being considered „terrorism‟. The „anti nuclear
protests‟ and „animals rights‟ activities‟ are few examples which deter from literal meaning of terrorism
as mentioned in United Nations‟ report (2004). Ben (2008) in the similar context proposed that
definition of terrorism must in some way justify the activity or intended activity to be harmful when
considered by majority of stakeholders concerned. In terms of religious terrorism, Kydd (2011)
observed that the religious ideologies led to terrorism when their adhering values lost relevance and
the resistance in following their methods or routines were posed forth by some or most part of the
wider society.
Severity of impact of Terrorism on Tourism Industry
Arana and Leon (2008) in their exceptional work titled „The impact of Terrorism on Tourism Demand‟
demonstrated the empirical findings to ascertain the uniqueness of tourism industry that makes it
more sensitive to terrorist attacks than most industries around the world. Basing the research focus
on September 11 attack on World Trade Centre, the co-authors (Arana and Leon, 2008) studied the
Mediterranean and Canary Island regions after 5 years of attack, to understand the short term impact
that was created to the tourist utility. The two samples of data were taken to observe the inclination of
tourists to these tourist destinations which were always perceived to be high profile tourist places
before 2001 attack. The study had surprising results. Against the anticipated negative impact of
terrorism on tourist destinations, some of the tourist spots in both Mediterranean and Canary Island
regions exhibited boost in tourist inflow. Arana and Leon (2008) attributed this phenomenon to the
creation of „image‟ of these destinations which succeeded in surpassing attributes like „safety‟ and
„security‟ among visiting tourists. While the total value of attributes stayed negative indicating to
dropped tourism value in both the regions owing to terrorist attack which once happened couple of
years earlier, short-term gain in value in some of the tourism attributes as researched by Arana and
Leon (2008) was remarkable in understanding the uniqueness with which tourism industry operates in
general.
Abadie (2006) in his research on Israel however presented the other side of the scenario which is
related to long term impact on tourism industry. In his case study on finding the explicit and major
causes of rapidly declining tourism in Israel, Abadie (2006) found that there were certain attributes
related to terrorism which were more at play than the rest. The frequency of terror attacks for example
turned out to be more prominent reason for declining tourism in Israel than the severity of terrorist
Terrorism and Tourism 16

attacks as observed by Abadie (2006). In this context, the work of Krakover (2005) is highly
significant. Krakover (2005) formulated a time-series approach to understand the impact of any
uncertain event on the tourist inflow of a certain region. Krakover‟s observations were gradually
applied to the global tourism industry and in specific to the regions that faced terror of war climate.
The designed approach helped in establishing that tourism industry in a particular region was most
impacted by the severity of the terror of war climate, which means that more severe the earlier terror
attacks in a region were, the more negatively impacted the industry would be. Krakover (2005)
however also added that the approximate time period to react to such events by general tourists was
2 months, after which the „frequency‟ became more dominant than the „severity‟ of terror attacks.
While Arana and Leon (2008) contributed significantly capturing the short term impact of the terror
attacks and observing that there lay both negative and positive repercussions to the destination image
due to terrorist events in tourist destinations, the research was most helpful in distinguishing some of
the unique characteristics of tourism industry. The earlier researches, especially that of Krakover
(2005) provides the basic foundation to Arana and Leon‟s observations by offering the time series
approach to the whole study. With „frequency‟ and „severity‟ as the two major attributes of the tourism
industry in a particular region, it becomes easier to establish that „severity‟ of terrorist events
dominates in the short term consideration before fading off and paving way for „frequency‟ of terrorist
events to drive the industry growth forward or backward. These findings were strengthened by
Abadie‟s research on Israel which in the long term perspective found frequency of terror attacks to be
the primary determinant in Israel.
Multi-faceted Impact of Terrorism
Aimable and Rossello (2009) in their combined study on September 11 attacks in America focused on
compiling the short term economic impact that followed as the consequence in United States. The co-
authors (Aimable and Rossello, 2009) found the decline of nation‟s GDP by 29% as the result of the
attack which was closely linked with downturn that several sectors across US suffered. Hospitality and
Tourism sectors were the two primary sectors facing most decline at 34% and 32% respectively and
took 3 years against the average of 1 year for other sectors to stabilize (Amabile and Rossello, 2009).
Berrebi and Klor (2006) added similar views through their findings related to the same terrorist event
in 2001 as they discussed the negative impact on foreign direct investments (FDI) in the country. At
the same time the co-authors (Berrebi and Klor, 2006) observed that this decline was far lesser than
that suffered in the developing nations like Afghanistan or Bali where GDP decline after each of such
attacks had been over 40%. Engers and Sandler (2006) proposed that overcoming the consequences
of terrorist attacks was directly linked with political and economic stability of the nation. Matthew
Waxman (2010) in his work titled „Terrorism: Why categories matter?‟ explained that terrorism was
easy to tackle with when there were existing policies to control terrorism within a region depending
upon the form of terrorism that was under consideration. Waxman (2010) also added that a nation‟s
political and economic viability was a major determinant in deciding the impact of terrorism on its
industrial sectors.
Terrorism and Tourism 17

In terms of the impact of terrorism on society, Lutz and Lutz (2008) offered an exceptional perspective
to understand why certain societies were more often the target of terrorist attacks and others. Lutz
and Lutz (2008) in their comparative analyses found that there were social structures which exhibited
complaints, resistance and conflicts within the society. The loosely bound social structure paved way
for not only internal dissatisfaction but also the terrorism activists to be accommodated and
widespread their roots within gaps of society. The co-authors (Lutz and Lutz, 2008) in their
comparison between societies in Belgium and Tehran observed that Belgium presented the social
structure that was strong and cohesive under an efficient governance with high degree of social order
within societies. On the other hand Tehran exhibited the society that was constantly under the
autocratic and stringent rule of its rulers, struggling with the persistent problems of unemployment,
freedom of speech, religious constraints and poverty. The study of Lutz and Lutz (2008) helped in
understanding the transformation of already existing societal gaps into growing susceptibility towards
terrorism. The study helped in establishing that terrorist activities in regions like Tehran facing
constant social dissatisfaction initiate with the optimistic vision of „change‟, though with the intended
course of action that is often violent and ruthless. In this context the views of Horgan (2005) can be
taken to consideration to understand various determinants of terrorism that in-spite of having no clear
linkage with terrorist activities still behave and develop as the major drivers of terrorism. Horgan
(2005) in his study focussed on religion as one of such determinants where religious ideologies fall
prey of political, economic and social policies that fail to complement each other. Horgan (2005)
argued that the reason why Syrian trouble continues to develop over the time when several Islamic
countries all over the world have successfully becoming part of the globalized world lies in the missing
balance among political, economic and religious scenarios of Syria.
Horgan‟s views are important when considered in unison with the findings of Lutz and Lutz (2008).
The two researches, that of Horgan‟s and Lutz and Lutz‟s help in establishing that terrorism grows in
societies that already face evil, providing room for more horrendous and severe evil like terrorism to
grow. The societies where governance is efficient and the law and order is commendable, terrorism
fails to create an impact. Though it is easy to see that each terrorist event within certain region directs
towards considerable loss in the economic stature of the region, it is the long term deteriorating
impact on the „societies‟ which is most disturbing.
Keenly looking into the findings of Berrebi and Klor (2006) helps in conforming to this factual
establishment. The fact that United States suffered massive economic loss for a short period of time
(close to 1 year) was because of the stabilized society within US that rebound back easily with the
help of American and World politics playing important roles. The consequences of September 11
attack were ably handled by efficient administration that tackled the forging problems of
unemployment and homelessness as the global funds were put to use almost immediately (Berrebi
and Klor, 2006).
Terrorism and Tourism 18

Political Reactions and Industry level impact of International Terrorism
Berrebi and Klor (2006) excellently compiled the electoral motives of governances with the terrorist
events within a country when explaining the positive and negative after effects on the industry level
across nations. The co-authors (Berrebi and Klor, 2006) observed that largely the terrorist events
compelled governances to formulate policies at national level that had sure impact on industries,
minorly or majorly, in varying levels. Cooper et al. (2008) in the paper titled „Tourism: Principles and
Practice‟ also found that tourism industries across the world had some phenomenal processes and
regulations adopted after facing certain highly impacting events which led to political initiatives and
transformations across industries. Citing the example of United States and September 2001 attacks,
Cooper et al. (2008) linked the regulated inflow of tourists and stringent policies inlaid across
American borders with the stringent rules that posed severe restrictions to tourists‟ inflow. Horgan
(2005) in his work „The Psychology of Terrorism‟ on the other hand observed that political intervention
immediately after the terrorist events had very less impact on industry level decisions, as the
psychological state of general population dominated the national political climate and drove it the way
that ensured better tranquillity and stability. Ben‟s (2008) notion of tranquillity and stability was also
borrowed from Horgan as the author (Ben, 2008) found that terrorism constantly had the potential of
impacting regular course of industrial operations.
Kydd (2011) in context of politics and terrorism however gave a very unique perspective in terms of
profiling. Kydd with his case study illustration of Palestinian-Israel conflict found that governing
authorities were almost always able to find opportunities to market their political initiatives by linking
their motives with establishing peace after terrorism. Kydd (2011) also found that Governments in
both developed and developing countries leveraged the opportunity to enhance their profiling, though
with the difference that developed nations with their measures well established to tackle calamities
while developing nations seeking newer ways to deal with damage which further burdened them.
Horgan (2005) and Kydd (2011) in this context appear to have contributed significantly in linking
political perspective towards terrorism. Against general notion of terrorist events which assumes that
terrorism can bring nothing but harm and disgrace to the world, political governances around the
world succeed in finding new opportunities to form policies which in some way or the other impact
their industries. Tourism industry by far remains the most impacted by International Terrorism as both
terrorism and tourism propagate across geographical boundaries.
Short-term and Long-term Tourist Responses to Terrorism
There are several studies that have concentrated on the subject of tourist responses to terrorism in
terms of the destination they select for their tours after September 11 attack. Enders and Sandler
(2006) in their study on the role of geographical location as the destination for travel and tourism after
September 11 attacks found that transnational attacks on tourists have highly negative economic
consequences for the short term as tourists decide to stay away from the destinations that may be
linked with any kind of suspicion or may cause immigration troubles while in a distant location. Ben
(2008) also mentioned tranquillity and security as the two primary determinants considered by tourists
Terrorism and Tourism 19

as they seek an ideal place to spend time during their holidays. The short termed reaction of the
tourists immediately after a terrorist event is to avoid visiting places that were troubled. In this context
the duration of term is different according to different researchers. Ben (2008) considers this term as
the period of 12 months after which the reaction of tourists begins to attain normalcy. On the other
hand Arana and Leon (2008) observed that a destination with a global image of being a terror-struck
spot once upon a time could act as the catalyst for luring tourists with an inclination to adventures;
and at the same time had the potential of driving away the prospective tourists ringing a downturn to
the industry opportunities. Arana and Leon (2008) however found this closely linked with several other
tourism attributes like disposable income, distance of tourism location, total utility value at the tourist
destination and political support in assuring the destination of adequate safety.
Yale-Loehr, Papademetriou& Cooper (2005) in their combined study on Visa applications and
immigration policies implemented after September 11 attack in United States however observed some
peculiar statistics. The co-authors (Yale-Loehr, Papademetriou, & Cooper, 2005) found that in-spite of
the terrorist attack in Washington, the number of Visa applications for tourist Visa from the rest of the
world showed insignificant variation. The slight reduction in applications from Australian and Chinese
citizens which was close to 3% in 2002 was adequately compensated for by increased applications of
tourists from Canada that exceeded by 5%. Yuan (2005) in an independent study also observed that
consequences of a terrorist event are linked with the geography of the region that suffered the event.
Yuan (2005) observed that terrorist attacks in cities are usually less impacting on tourism and
hospitality industry, especially in the developed and urbanized cities where other better prospects of
stay and utilities tackle the odds of a terror struck destination. With no evidence related to how urban
cities provide better utilities in value in comparison with rural destination locations in terms of similar
nature of terrorist history accorded, Yuan (2005) concluded that it was „perception‟ of tourists related
to terrorism and its administration which was more influential than the reality.
The study of Yale-Loehr, Papademetriou& Cooper (2005) was important in understanding that some
of the urban and developed tourist locations around the world find themselves capable of handling the
impact of terrorist events better than the other locations. Yuan (2005) linked it with destination image
and also explained that within short term context it is perception of the tourists which determines the
growth of tourism industry, majorly governed by the political intervention and positioning of
governance in the arena of World Politics. The quick rebound of truisms and hospitality sectors along
Mediterranean and Canary Island regions after September 11 attack helps in supporting this
argument.
The above literature and the concluding summary are true for determining the short term impact of
terrorism on tourism. The long termed consequences however are found dependant on „severity‟ and
„frequency‟ or terrorist events as discussed earlier in the literature review section.
Terrorism: Risks and their Perceptions
Korstanje (2010, 2012, and 2013) has been a vital contributor on the subject of perceived risks and
actual risks in relationship with terrorism. Um and Crompton (1992, as cited in Arana and Leon, 2008)
Terrorism and Tourism 20

and Sonmez and Graefe (1998, as cited in Korstanje, 2010) were the earliest of researchers who
brought to light the role of element of risk in determining the destination location as perceived by the
tourists. Both of these studies (Um and Crompton (1992, as cited in Arana and Leon, 2008) and
Sonmez and Graefe (1998, as cited in Korstanje, 2010)) however related to the ideological terrorism
more concerned with religious premonitions and value oriented cults of society. Korstanje was
therefore the first (2010) to study risk and threats in the context of modern terrorism which is politically
governed or administered.
Korstanje (2010) in his work associated the perceived risks at a tourist destination dependant on
media. The author (Korstanje, 2010) argued that media coverage and its potential of creating certain
image of a destination location largely cloud the other determinants which may otherwise be
considered by tourists to estimate the actual risks at the place. Citing the example of Ethiopia as a
tourist region Korstanje and Clayton (2012) explained that the role of humanitarian organizations and
the world politics has been dominant in bringing to light the sufferings that this famine struck region
has been facing; but at the same time this incapacitates the tourists to delve into actual developments
which have taken place in Ethiopia since 2005, making it one of the regions in the world recording the
GDP growth rate of over 13% after 2011. In their work Korstanje and Clayton (2012) mentioned that
perceived risks outweighing actual risks present the scenario where majority of tourists are
intimidated for lack of safety concerns and the destination image created by media drives the tourism
industry at an undeserved slow pace. Korstanje and Skoll (2013) also referred to tourist typology of
perceived risk as defined by Roehl and Fesenmaier (1992, as cited in Korstanje and Skoll, 2013).
Roehl and Fesenmaier (1992) classified the tourists into 3 types based on their reaction to perceived
risks: (i) Risk Neutral (This group of tourists do not involve risk as a factor to be concerned as they
make their choice about travel destination. Motivated by leisure or adventure, the risk neutral group is
more open and welcoming to visiting unknown and uncertain places with or without any degree of risk
involved in such visits); (ii) Functional Risk (This group of tourists consider certain degree of risk as
the part of their organizational, mechanical or equipment problem). (iii) Place Risk (This group of
tourists admit that there is a considerable degree of risk associated with each place and prepare to
travel under the belief that there is risk at home as well as outside).
According to Roehl and Fesenmaier (1992, as cited in Korstanje and Skoll, 2013), the risk neutral
group represents the visitors who are better prepared for casualties and threats and are encouraged
by the knowledge gathered about a certain place as they prepare to tour. Sackett and Botterill (2006)
however found the classification categories of Risk Neutral and Place Risk tourists overlapping to an
extent. According to Sackett ad Botterill (2006) in the context of internationally travelling tourists, the
two categories (risk neutral and place risk travellers) admit that there may be risk at the places to
which they are travelling and yet proceed with their travel plans. The co-authors (Sackett and Botterill,
2006) in their work on international travels and risk perceptions found that this is true in case of
perceived risks which tends to negate itself over the long term. Quoting the example of Thailand
which continues to witness an incline in its tourist numbers despite the growing statistics on robbery,
Terrorism and Tourism 21

cheating, drugs abuse and vandalism in the region, Sackett and Botterill (2006) established that
repeat behaviour of customers over a period of time tends to shift away from perceived risk and
concentrates on absolute risk; so the travellers to Thailand admitting that there is no place absolutely
safe on the planet tend to choose Thailand for their pleasure trip with an acceptance to the risks that
may be existing in the region.
In the review of risk related literature pertaining traveller perceptions about risks, Sackett and Botterill
(2006) provide a different insight with the observation that perceived risks do not have a long term
impact on tourists‟ decision making. The perceived risks are therefore influential for a short term and
can lead to either incline or decline of tourism within the region. This is in cohesion with Arana and
Leon‟s (2008) findings around Mediterranean and Canary Islands regions where few destinations
succeeded in attracting more tourists and the rest failed to lure tourists as before after the September
11 attack on World Trade Centre.
Terrorism and Role of Media: Cases of Spain and Egypt

Source: (Yick, 2011)
In an interesting and highly intriguing paper published by William Yick (2011) from Lincoln University,
there were revelations about the internationally famed regions like Spain and Egypt which have either
continued to attract tourists in-spite of long era of terrorism and terrorist events or have struggled
amid the negative publicity caused by terror. This paper discussed the role of international media and
proved that with no negative media at work the tourists by large remain unaffected in the short or long
term in forming any perceptions about the places that they intend to travel. The cases of Spain and
Egypt as covered in this paper will be now summarized as under.
Spain has constantly been under the threat of Basque Terrorist Group called ETA that has specifically
been hampering the lucrative tourism industry in Spain with unanticipated attacks. After long years of
attacks in 20th century, the country continues to face terror in the form of bomb blasts, kidnappings
and firings. In 2001 the Madrid Airport and Alicante in Spain had the sever bomb explosions one after
the other. In 2005 the similar bomb explosion event was witnessed in a popular resort of Villayajosa
that killed at least 32 people including tourists. In 2006 Madrid Airport once again was attacked from
bomb explosion in-spite of massive security measures implemented after 2001 attack. For all of these
explosions ETA owed the accountability and forced the Spanish Government to succumb to their
demands, which the Government refused to agree. This was followed by another bomb explosion in
Majorca, the one most severe of the earlier attacks registered in Spain and initiated by ETA in terms
of the number of killings. The country therefore has the history of attacks on tourism industry and yet
continues to flourish the tourism and hospitality sectors. Reichel, Fuchs and Uriely (2007) found Spain
the most lucrative country in terms of international tourists in-flow and found the region exhibiting
maximum number of repeat tourist numbers around the world. According to Yick (2011) this is
because the Spanish attacks fail to reach the tourists in the other countries, in particular Eastern
Terrorism and Tourism 22

hemisphere. This helps in retaining the perceived image of Spain and the tourists feel adequately
secure when visiting Spain, not bothering to gather any region specific information about tranquillity
and terror related climate as they do for the countries like Iraq or Afghanistan.
Egypt like Spain is another popular destination which has been under constant terrorist attacks with
the duration and frequency almost similar to that in Spain. Between 1992 and 1995 the trains,
coaches and cruise vessels in Egypt were usually at the target of several terrorist activists groups
operating in Egypt. The tourism industry however managed to grow in the country until fag end of
1997 when there was massive open firing at the group of foreign tourists in front of Hatshepsut
Temple near Luxor. This led to multiple international tour operators cancelling their programmes. In
1997 the economy of Egypt first time faced the severe downfall where one incident near Luxor had
devastating impact across the country. This involved the European Media to capture and survey the
region and brought Egypt to the sphere of negative publicity affecting its already struggling economy.
The examples of Spain and Egypt help in understanding the important role that international media
can play in supporting or damaging the state of tourism industry within a region. Spain could get back
to normalcy easily than Egypt because the latter was forced to deal with the negative perception that
international media created on the tourists all over the world.
Current State of Terrorism: Perspective of Northern Irish Tourists
Austin Wright (2013) in his exceptional work titled „Terrorism, Ideology and Target Selection‟ studied
the criteria that enable the terrorists or terrorism activists to make the choice of selecting an operating
centre over the other available choices. This study which revolved around the terrorism related
statistics gathered from European sub-continents between 1995 and 2005 worked through a
combined theoretical and empirical model to present its findings. Terrorist Ideology according to
Wright (2013) becomes the most influential predictor in terrorist decision making, offering a valuable
insight on why countries like Northern Ireland are threatened by risks of terrorism more than its
European neighbours.
While Austin Wright directed focus on distinguishing ideology as the predictor for terrorists to select
their target, there were subsequent researches which followed on the subject delving into the
weaknesses and gaps promoting terrorism in certain regions. Mark McGovern‟s research titled
„Informers, agents and the liberal ideology of collusion in Northern Ireland‟ is an example that looks
into the current state of terrorism in Northern Ireland with the specific focus on administrative
challenges that the country faces today (McGovern, 2016).
McGovern (2016) zeroed upon the following reasons as the primary gaps that led to Northern Ireland
becoming operating centre for several terrorist groups:
a) Ideological Conflicts: Provisional Irish Republican Army (PIRA) in Ireland emerged with the
objective of securing Ireland against the internal domestic terrorism victimization that had
scarred the neighbouring countries including Spain and UK for more than a century. PIRA
Terrorism and Tourism 23

was established on the design that reflected the strong ideology of securing citizens of Ireland
against constant intrusion of warfare groups and immigrants which had evidently been
devastating for its struggling neighbours, Spain being the best example. This however
resulted in PIRA‟s political identity developing into an anti-British authority that led to the
several revolting groups, including Ulster Volunteer Force (UVF). UVF however was not the
single entity but the unison of several terrorist groups that worked on individual ideologies.
The country soon faced the ideological conflicts breaking into multiple terrorist groups within
couple of years leading to the utter domestic violence against which PIRA intended to secure
Ireland.

b) Poor Administration: The European Governments in an attempt to deal with domestic and
internal terrorism that has now spanned over a century have take divergent routes. Some of
these attempts have proved to be better than the others and have become strong
determinants to check terrorism in the respective regions. For example, in response to Red
Brigade‟s kidnapping and killing of Italian Prime Minister, the Italian Government reinforced
extremely stringent laws. The fag end of 20th century witnessed thousands of arrests and
convictions; there were strict immigration rules quickly brought to action and the
administration within Italy became one of the strictest and on-alert administrations in the
world. On the other hand British Government decided to rely on military and tactics emanating
from Northern Ireland, the result of which was several groups emerging as the result of revolt.

McGovern (2013) observes the struggling economic position and political instability within UK
as a primary reason due to which administration in Northern Ireland has been impacted
adversely. Almost always the phase of economic downturn in Britain has been followed by
terrorist disruption in the United Kingdom, which is an indication that terrorist activities depend
massively on the political and economic standing serving as protection against terrorism.

c) Soft Target: Ireland is considered the „soft‟ target where the existing policies and
administrative checks have made it reasonably clear that the country can be easily turned into
a militant base. Irish women accused of being used as „passage‟ to enter the country was the
political subject that forced Ireland to reform its resident legislations.
A recent report by Mineta Transportation Institute (2016) analyzed the case of bombing
campaigns in Britain, Spain and Paris in 2015 onwards, concluding the fact that there is a
massive number of militants in Ireland who after joining the ranks of Islamic State and ISIS in
the Middle East have come back home with the only motive of „slaughter‟. Irish Republican
Army‟s bombing campaign and the explosion plots in Spain, Germany and Italy have made
terrorism an issue that has become so severe in Ireland that the Irish tourists can no longer
ignore it.
Terrorism and Tourism 24

With the domestic violence and threat lingering across the country due to state of terrorism, it is
understandable that citizens of Ireland value peace and tranquillity more than the residents from the
neighbourhood like Italy and Germany. In one of the recent reports by Pol O Conghaile (2016)
published in the travel news section in the Independent it was evident that Irish tourists have started
making an extremely careful choice when deciding their holiday destinations. This report which
gathered its data from the bookings from a price comparison site „HotelsCombined.ie‟ serving Irish
citizens found that recent terrorist events have negatively impacted the inflow of Irish tourists,
registering a significant decrease in holiday bookings in the usual holiday destinations for Irish
citizens.

Source: (O Conghaile, 2016)
The above data helps in understanding that the usual inclination of Irish tourists has deterred from the
recent terrorist events across Europe; the places which are trusted and are perceived to be safer and
secured than the other regions matter enormously to the Irish tourists under current circumstances.

Terrorism and Tourism 25

Impact of Cognitive and Affective Aspects of Decision Making
Touzani and Temessek (2009) proposed a conceptual model based on the major construc ts that
provide vitality and significance to a brand, preceding the consumer‟s buying behaviour and thus
impacting the buying decision of the consumer. This study compiled the following major constructs
related to brand identity and the risk perception:
Source: (Touzani and Temessek, 2009)
Brand Loyalty: This is the repetitive buying behaviour of the consumer which originates from
consumer‟s commitment to certain brand. The response associates itself with the psychological and
behavioural outcome where satisfaction from personal experiences plays a critical role.
Brand Commitment:The consumer exhibits intention to stay in long term relationship with the brand.
The various cognitive and affective sources are at play in strengthening this relationship between
brand and consumer, keeping fulfilment of consumer‟s needs at centre.
Perceived Risk:These are the uncertainties or unpleasant consequences which may be associated
with a brand. The outcome is the cognitive behaviour of consumer where he makes and assessment
of the brand and the potential negative consequences associated with the purchase.
Brand Sensitivity:This is the degree of inclination of consumer towards brand‟s name. It is a cognitive
process where the consumer based on his perceived knowledge of brand creates certain level of
sensitivity to the brand name.
Perceived Difference between brands: The perception of benefits gained from different brands
offering similar products or services leads to an evaluative process where consumer makes a
comparison between 2 brands. Marketing strategists rely most on creating a positive perception to win
over rivals during this evaluative process.
Brand Trust:Customer‟s pre-assumption that the brand will perform in a certain manner to fulfil his
needs/ expectations leads to the buying decision. The outcome is the cognitive behaviour where
customer judges the brand performance as well as the affective behaviour where brand succeeds/
fails in meets customer expectations.
Brand Attachment: The long termed sustainable link between brand and customer which is affective in
its performance in the context of fulfilling customer‟s expectations.

The branding of tourists‟ destinations is therefore reliant on the strategies which include cognitive as
well as affective measures in place. The effect of terrorism leading to short termed setback on tourism
within Paris in contrast with long termed tormenting impact on tourism in Egypt can be well
understood through these constructs. One of the major constructs for instance is „Perceived Risk‟
which leads to the cognitive behaviour of tourist as the decision maker. In case of Egypt the perceived