Purpose
This study aims to cover issues regarding traveling to a tourist destination which has seen war and terrorism. These problems can be addressed altogether, as they are interrelated. Based on tourists’ opinions, this paper aims to focus on measures or steps that can be taken to ensure changing their perceptions about a certain destination.
Design/methodology/approach
This study targets tourism experts for their opinions regarding the measures most necessary to change the perceptions of tourists. Their opinions were extracted through a questionnaire based on three criteria with four alternatives. Furthermore, raw data extracted are studied using the Fuzzy-VIKOR technique to rank the alternatives in order of importance. Moreover, the questionnaire also aims to know the perception of participants by asking them what would make them trust a destination with a history of terrorism.
Findings
The problems captivate the attention of government, guiding them to ensure that they need to focus more on physical security of tourists if they expect tourism industry to thrive. It was found that the steps needed to be taken are in the areas of international trade, cultural exchange programs and social media advertising.
Originality/value
Research based on improving tourist perception of Pakistan to develop Pakistan as a tourist destination is scarce. The study takes four different alternatives into account for image recovery and based on those alternatives, it provides a unique solution to the government in this regard with the necessary steps they need to take and attempts to help the government ensure tourism expansion in the country.
Post-terrorism image recovery of tourist destination: a qualitative approach using Fuzzy-VIKOR
