Marketing and Managing Tourism Destinations by Alastair M. Morrison

Author:Alastair M. Morrison
Language: eng
Format: epub
Publisher: Routledge

Visitor safety and security

Destination management must give careful attention to visitor safety because it is an increasing concern among tourists and affects destination choices. Visitors are becoming increasingly concerned with safety and security as they travel the world. Therefore, DMOs must pay attention to visitor safety and have programmes to address this issue, both in everyday situations and for when crises and disasters occur. Destinations and DMOs must identify all potential dangers and threats that visitors may encounter.

Perceived and real safety are two aspects of this issue that DMOs must consider. Perceived safety is the level of safety that visitors feel is present in a specific destination; their perceptions may not be accurate, but they still affect destination selection. Real safety is the actual safety that visitors experience within a destination. It is the duty and responsibility of destinations to inform visitors of all potential dangers. Because DMOs are ‘on the ground’, they can gather the most accurate and updated information on safety and security issues and should immediately pass this information along to potential visitors and visitors already within the destination. This results in better informed visitors who will be more mindful of the potential threats to their safety.

Destinations need to monitor foreign government’s travel advisories, noting particularly any recent updates. It is especially important to check the accuracy of these advisories and to verify that potential dangers and threats to visitors still exist or have passed. Travel advisories can become outdated, and it is advisable for DMOs to use their websites and social media pages on Facebook and Twitter, for example, to provide the real-time current conditions within the destination.

There are physical risks and dangers for tourists within all destinations, and these are perhaps more prevalent at protected areas because of the topography and the presence of animals (Figure 9.14). Advance information supplemented with warning signs and staff observation and supervision must be provided to help visitors avoid such physical dangers. People with health or physical problems should be advised not to participate.

Dangers are also present in specific visitor activities (Figure 9.15). Even in a typical theme park, visitors face dangers. However, some dangers and risks are self-selected by visitors and especially by those choosing adventure tourism and extreme sports. Legislation and regulation along with enforcement of these codes are required to approve and license tour operators offering adventure travel. Visitors also need to be given warnings of the dangers involved in their participation.

Figure 9.14

Dangerous walk at Mount Hua (Huashan) in Shaanxi Province, China Shutterstock (Nicholas Billington).

Figure 9.15

Rock climbing on Kalymnos Island, Greece. Shutterstock (Photobac).

Sometimes, consumer trends and fashions bring about new dangers when travelling. For example, the use of selfie sticks to take photos using smartphones is very popular. This practice is widespread at major tourism sightseeing spots and attractions but poses potential dangers to the visitors themselves and other visitors and to the upkeep and maintenance of facilities. Because of the potential damage from selfie sticks and the reduction in the quality of visitor experiences, several famous museums have completely banned their use.

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