How Global Voices Shape Travel Choices: The Impact of Consumer Apprehension on Travel Intention White Paper
This new report from the CMO Council’s GeoBranding Center—entitled “How Global Voices Shape Travel Choices: The Impact of Consumer Apprehension on Travel Intention” — has found that one in four travelers has changed vacation plans in the past year due to global or local safety, security or health concerns—and terrorism activity tops the list of reasons tourists will avoid travel to certain destinations.
Infectious diseases are also a deterrent for travelers looking to visit certain regions around the globe, with Ebola being the top disease that concerns 67 percent travelers, despite the fact that it was only identified in a limited number of countries. On the other hand, island destinations are viewed by travelers as the safest places for vacations.
Based on insights from a survey of more than 2,000 leisure travelers fielded by the GeoBranding Center and Travelzoo—in addition to qualitative insights from interviews with executives at Kenya Airways, Turkish Culture and Tourism, Air Arabia, Malaysia Airlines, São Paulo Tourism, the German National Tourist Office, Israel Ministry of Tourism and others—the report paints a picture of how health and safety threats impact tourism, as well as the steps that regional tourism organizations are taking to overcome negative perceptions by responding to heightened media coverage. Download your copy today.