PERCEPTION OF RISK AS A BARRIER IN TOURIST DESTINATION DEVELOPMENT. A KEY STUDY FROM COLOMBIA
PERCEPTION OF RISK AS A BARRIER IN TOURIST DESTINATION DEVELOPMENT. A KEY STUDY FROM COLOMBIA

Author(s): MICHAEL PONDĚLÍČEK, VLADIMÍRA ŠILHÁNKOVÁ, Armando ALFARO VALERO, Jefferson ARIAS GOMÉZ
Subject(s): Business Economy / Management, Economic development, Tourism
Published by: Masarykova univerzita nakladatelství
Keywords: safety; risk; tourism; travel safety; Colombia;
Summary/Abstract: The goal of research is to identify the perception of the safety of a tourist destination on the basis of a simple and generally applicable method and then verify it on the example of the perception of the safety of the Colombia. To assess the perception of security situation of Colombia as a tourist destination, the DELPHI method of joint expert estimates was selected from the methods used for risk analysis, complemented with specific territorial and destination security features. Potential tourists have been assigned to the role of experts. For the data collection, a separate questionnaire was developed with the selection of standardized threats processed. The research realized in 2018 year was based on 200 respondents. From our research it’s clear, that there is a quite considerable difference in a perception of Colombia as a tourist destination from the real state of the situation in this country. Potential visitors perceive high rate of a risk in five segments, and three of them belong to the military threads and to the safety threads (street criminality - 90%, activities of a mafia and/or organised crime - 82%, and social conflicts, protests, demonstrations - 78%). Remaining two threads are connected to a tectonic activity, for example an earthquake or landslides. But analysis of the real safety situation in the country doesn’t confirm this assumption. In general we can say, that the media image of the country doesn’t help its development of tourism. People are afraid to go there, even though, in comparison with previous years, the situation is significantly better and it continues to improve.

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