Image formation in a destination threatened by terrorism: understanding the role of motivations

Abstract

Purpose

This paper aims to explore the formation of a destination image (DI) threatened by terrorism. The study sheds light mainly on the 2015 terrorist attacks targeting a beach resort. It allows us to understand the motives behind it, as well as the information stimuli and DI construction for tourists who visited the destination despite the threat of terrorism and those who changed their travel plan.

Design/methodology/approach

A Netnography and in-depth semi-structured interviews were carried out. The two qualitative studies offer a methodological complementarity to capture the motivations, the impressions, the beliefs and the feelings of tourists who visited the destination hit by the terrorism and those who cancelled their visit or substitute the destination.

Findings

The results suggest that rational fatalism, compassion, curiosity and better offer value are the main motivations expressed by tourists who visited the destination during the summer of 2015. On the other hand, fatalism, solidarity with the European community, worse offer value and perceived insecurity seem to be the main causes behind the traveller’s reluctance to visiting Tunisia. The findings also uncover differences regarding information sources and reflections on media coverage of the events. Indeed, some tourists develop antagonistic feelings towards the destination alternatively positive and negative.

Originality/value

This is one of the first studies investigating the responses of tourists visiting a destination threatened by terrorism in a real-time situation. It also elucidates the process of DI formation for both tourists visiting the destination and those who cancelled/ substituted it.

Citation

Lakhoua, C., Temessek, A. and Baccouche, M.K. (2021), "Image formation in a destination threatened by terrorism: understanding the role of motivations", Qualitative Market Research, Vol. 24 No. 4, pp. 555-577. https://doi.org/10.1108/QMR-02-2020-0018