1. Prof. Yoel Mansfeld Head, CTPRR University of Haifa, Israel
Airports, Airport Regions & Travelers’ Risk perceptions: Complex Relationships & Branding Challenges
Prof. Yoel Mansfeld
Head, CTPRR
University of Haifa, Israel

2. Layout of my Presentation
Airports and airport regions within the tourism framework
The interplay between the traveler and the industry over risk
The traveler’s perspective on risk and risk taking
The Industry perspective on risk and risk taking
The “risk agents” effect
Branding challenges and implications

3. Airports & Airport Regions in a Tourism Frame
AIRPORTS & AIRPORT REGIONS ARE PART OF THE “TOURIST EXPEREINCE”
INCLUDING A SAFETY & SECURITY IMAGE
AN IMAGE IS ASSIGNED TO AIRPORTS & AIRPORT REGIONS

4. The interplay between the traveler and the industry over “risk”

5. Risk Perception and Travel Situation

6. The Traveler
Jumpstarts the whole process of “tourism” and looks for experiences and value
Reacts to the unique characteristics of the tourist product by developing a perceived risk
Perceived risk is a tricky concept because it is:
Individual
Subject to travel experience
Related to level of security exposure
Driven by relative exposure to media
Influenced by one’s socio-cultural background
Highly dependent on the travel situation
Dynamic over the destination-choice process
Dynamic over the tourist product’s consumption stage

7. Therefore…. It is very difficult to measure…
And… makes risk reduction efforts highly complicated!!!

8. The Industry
Finds it highly problematic dealing with interruptions in cash flow and uncertainty
Has only limited control over security-induced risks
Cumbersome in its reaction to perceived and actual risks
Risk reduction strategies not always work and are mostly based on trial and error
Private - public cooperation in reducing risk perception is highly conflictual – mainly over cost and tactics issues

9. The Industry and Receiving Destinations’ Challenge

10. The Risk Perception Agents
Travel
Advisories
The Media
Social Milieu
The Missing Link?

11. Main Characteristics of these agents
Biased
Subjective
Driven by interests (social, political, economic etc.)
Lack comprehensive picture of the level of risk involved
Not always up-to-date
Tend to ignore information on risk generated by the destination

12. Challenges and Implications on Airports and Airport Regions
Safety & security branding should be considered by airports and airport regions in affected destinations
Contingency branding plans must be prepared and ready in case security image of airports and airport regions deteriorates
Change in branding strategies should be considered only in case of recurring safety and security events in or around airports.

13. Challenges and Implications on Airports and Airport Regions
All travel providers including airports and airport regions must be proactive in supplying a more balanced risk assessment based on the real situation on ground
Perceived risk mitigation strategies must be developed and used to maintain positive image
Data on airport safety & security performance must be part of marketing communications

14. Challenges and Implications on Airports and Airport Regions
Communicating risk mitigation messages should be regarded as part of service quality
Technology must enhance the return of airports back to their classical role as an important ingredient of the tourist experience.
Terrorism will keep its efforts to hit airports, airlines and tourist destination. This soft belly needs an integrated and well coordinated strategies to minimize their exposure.

15. Thank You
Determination
….and…….