Grab a Bargain During Egypt’s Uncertain Security Environment.

Abstract: For tourists today an uncertain security environment and its attendant risks affect tourist behaviour. Lowering prices can help boost tourism, but at what cost?

Key words: Political unrest, safety and security, tourism perceived/actual risks, terrorist attacks, impacts on tourist behaviour.


Egypt’s security is most affected in times of heightened threats due to political instability and terrorism. Impacts on tourist behaviour from an uncertain political environment can include increased perceptions of travel risk. These perceptions can be perceived through sometimes negative news and media coverage who may not have assessed the impact on the message they wish to convey. For a more accurate guide government websites would be better visited to assess the actual risk which unfortunately at present includes the risks of further protests. These are aimed at government and not against foreigners; however attacks against foreigners cannot be ruled out it ‘would be advisable for tourists to stay away from demonstrations and large gatherings of people’ (Official Government Website 2014). More importantly at present there is an actual threat of terrorism attacks.


Safety and security are closely related to tourism and security is of ‘special consequence to tourism because of what is being sold for example serenity, leisure, fun, and comfort’ (Steiner 2010 p. 728). The political unrest which is causing safety and security concerns. In addition and of even more concern according to Sayed & Azim (2010), terrorist attacks against tourists now represent the Egyptian tourism industry’s greatest challenge (p. 31).

The consequence of the growing concern from government and images portrayed through news and media around safety and security in Egypt has meant our perception of security has become less secure, particularly for families travelling with young children. Holiday makers rely mainly upon the travel agencies for information about their holiday and issues regarding the continuing unpredictable security situation have fortunately been addressed by leading travel companies such as Thomas Cook who have taken measures to manage where tourists can and cannot go.


Perceived risks of attacks on tourists are now unfortunately becoming actual risks. The recent attack on 17th of April, when Egypt’s prime minister issued a warning to the tourism industry after a terror group claimed a suicide bombing on a bus which killed three South Korean tourists and threatened to stage more attacks (Telegraph (2014).

The impact from actual risk from such events is undesirable for tourism where tourists are concerned, especially first-time visitors who largely rely on destination images to guide the process of travel decision-making, and after the recent hard economic times people are more mindful of how they spend and a new car may be more of a priority and a better option than the prospect of a risky holiday, unless of course it was at the right price. That said however, issues may be that Egypt will be perceived as a low quality destination.


What one tourist perceives as risky is likely to differ from another as people all have individual characteristics and opinions. Stanley Plog, ‘a pioneer in the study of personality associated with travel, argues that traveller's experience fear or attraction depending on their personality’ (Cetinsoz & Ege 2013, p 175). In general impacts on tourist behaviour towards an unstable political environment may hinge on the understanding and perceived vulnerability of the tourists travel risks. Furthermore, previous tourist experience, demographic, socio-demographic and psychographic behaviour may also impact on tourist behaviour.

Challenges are, without the tourism industry and other stakeholders working together and taking seriously the responsibility of taking care of travellers in Egypt during this uncertain security environment, risks will continue to alter tourist demand patterns. A clear, honest, and committed approach to visitor safety and security through government and industry is essential. Already 2013 proved to be difficult year for the industry with tourist arrivals down by almost 18% to 9.5mn, and tourist receipts down by 41%, to US $5.9bn (Business Monitor 2014)

Research from Sayed & Azim (2010) found that it was ‘clear that using different sources of information about Egypt had a significant effect on the probability to modify tourist’s decisions of travel to Egypt as a result of fall in the prices’. However, a fall in pricing may not have the desired affect for sector in terms of layoffs in the tourism and hospitality industry, reduction of salaries and financial hardship that several hotels may suffer and could harm the image of Egypt through a drop in the level quality of services which may attract the lower spending tourists.


To conclude, increases in risk have changed the traveller’s perceptions of travel to Egypt. The industry forecast according to the Business Monitor 2014, states they retain a cautious outlook on the tourism sector in 2014. Making Egypt one of the cheapest holiday destinations may not be the way forward for the destination. Instead it might be better to approach visitor and safety security and for the travel industry to not only promote holidays but to consider risk and crisis management, giving up-do-date official advice for a holidays giving the tourist the option cancel their travel due to such high risks. However there will always be some who will take advantage of the opportunity to offer the cheap holiday offers, and those who will accept, without taking responsibility during the current uncertain security environment.


References

Official Government Website (2014) Foreign Travel Advice – Egypt, available online from https://www.gov.uk/foreign-travel-advice/egypt/terrorism (accessed 17/4/14)

Business Monitor International (2014) Egypt Tourism Report, available online from www.businessmonitor.com

Sayed T., & Azim A.,(2010) The Relationship Between the Perception of Risk and the Decision Making Process of Travel of French Tourists: The Case of Eygpt, Tourismos: An International Journal Multidisciplinary Journal of Tourism, Vol. 5, Issue 2, pp 29-47

This paper raises some very important points about the way in which the tourism industry operates, with particular focus on the security issues that can be faced by tourists in destinations that are being promoted by tour operators as cheap destinations due to the issues that are occurring in said areas around the world. As discussed in the paper the political unrest issues that have been occurring in Egypt over the past year, have caused prices in holidays to become much cheaper than the standard prices that would be expected of the destination.

Even with the potential risks that can be faced by customers tour operators still promote Egypt as popular destination but with a lower price tags to entice customers to purchase a holiday to Egypt. Although tour operators do lower the prices for destinations that are in a similar state as Egypt, tourists are still showing a disinterest in holidays due to the various sources of information in which they receive about the issues and dangers that have occurred. Having this ability to find information about anything and everything at any time allows for tourists to make more informed decisions about their choice in holiday destination, and as stated in the paper having this wealth of information available is able to change the tourists decision to travel.

In the paper the author states that there is a responsibility of the tourism industry and stakeholders to promote the safety of tourists in destinations such as these, which is something personally that should be more prominent in tourism industry, as although at times the risks that can affect tourists are small it is still something that should be very important when selling a destination, especially to first-time holidayers who are interested in destinations that are similar to Egypt.

This paper uses a wide range of information sources to aid in making it clear as to what the author is stated about the tour operators and way in which they operate, for example the use of Sayed and Azims article is based around Egypt and the effects of information on tourists decisions to visit, in particular during the current political unrest. Along with the use of Business monitor for statistics showing that tourists arrivals are down on previous years, in order to backup the points raised from Azims and Sayeds’ article.

This particular paper also has the potential to be applied to other destinations besides that of Egypt, with political unrest, terrorism and many other forms of risks threatening the safety of tourists in destinations around the world, and can be used a method to better understand tourist behaviour towards risks, as well as the ways in which issues such as the ones mentioned effect the destination as a whole.

References:

Sayed T., & Azim A.,(2010) The Relationship Between the Perception of Risk and the Decision Making Process of Travel of French Tourists: The Case of Eygpt, Tourismos: An International Journal Multidisciplinary Journal of Tourism, Vol. 5, Issue 2, pp 29-47

The reason for choosing to comment on this paper was due to the appeal of the discussion paper title and the fact that the issue being discussed is a current matter which has recently received an increased amount of attention.

Firstly the author of the paper provides a clear introduction of the main points of concern and shows a clear understanding of the issues under discussion. The author raises the question “lowering prices can help boost tourism, but at what cost?” This is a true question to consider as while the tourists are enjoying a cheap holiday, Egypt along with its residents and workers are being taken advantage of and the country is being exploited, in a time of struggle when these devastating issues are having a huge effect on the lives.

The author stresses well throughout how tourist’s perceptions and opinions will vary depending on each individual and supports this with a quote by Sayed and Azim (2010) who found that it was ‘clear that using different sources of information about Egypt had a significant effect on the probability to modify tourist’s decisions of travel to Egypt as a result of fall in the prices’. In addition the paper explores the promotion by the news, media and travel agencies of Egypt as a low cost destination but on the other hand the negative strife that is currently prevailing in the country. Further to this the author is able to provide a balanced argument using a range of different information based upon how the negative coverage is not always targeted at the tourist but at the government as well.

Marketing plays an important role in the tourism industry especially in such cases. But from which prospective should it be taken? Beirman (2003) questions which marketing needs to occur during a crisis and whether DMOs should continue marketing efforts as before, change the message or be suspended altogether while victims can be cared for and infrastructure repaired.

When tourists perceive travel to be less pleasurable due to actual or perceived risks, they exercise their freedom to select other destinations (Green et al, 2003, in Sayed and Azim, 2010, p.29). However when holidaymaker’s are offered a cheap bargain due to a destination being more unstable this can be more appealing as cost is an important and dominant factor in the decision making process. Although there is much pessimism surrounding Egypt, tour operators and travel agencies, are seeing this as an opportunity to attract potential customers who they can sell a holiday to at a lower price.

Furthermore the sources used were helpful in supporting the author with the arguments made within the discussion. The paper also links well with the chosen strand of risky business: issues concerning security and tourism, by relating the security and safety issues currently being faced in Egypt with the effect this is having on the tourism sector and how they are dealing with it. The author demonstrates sound and applicable knowledge of the topic.

The paper concluded with interesting recommendations that could be utilised in the future to provide a more practical solution to the problems that currently face Egypt and the travel industry. Overall the paper was a worthy read, that highlighted some good points and appropriate information was provided with additional suggestions being made which were relevant, showing a clear understanding of the political instability and risk impacts that are affecting Egypt and the tourism industry today.


References

Beirman, D. (2003) Restoring Tourism Destinations in Crisis. Cambridge: CABI Publishing.

Sayed T. and Azim A. (2010) The Relationship Between the Perception of Risk and the Decision Making Process of Travel of French Tourists: The Case of Egypt. Tourismos: An International Journal Multidisciplinary Journal of Tourism, 5(2), pp.29-47.