Evaluating security image of the Middle East as perceived by travel intermediaries

Abstract

An analysis of literature on security issues and its effect on destination image suggests that that to date little research has been done on the specific issue of the security image of the Middle East destinations, particularly as perceived by travel intermediaries. In this context, and due to the current situation of the Middle East, especially the Islamic countries, this research is a response to the urgent need to investigate and evaluate the safety and security perceptions, attitudes and behaviours of travel intermediaries towards Middle East destinations, and also seeks to compare between such perceptions, attitudes and behaviours of travel intermediaries based in the region and those of travel intermediaries based outside the region. This research may be described as phenomenological research that employed qualitative research tools. As a result of this perspective, the development of research methods is geared toward qualitative methods of study. The phenomenological approach employs qualitative research tools to interpret meaning from the reactions of individuals to experiences of dealing with Middle East destinations. Therefore, the present study adopts, as a primary method of data collection, interviewing of individuals representing the travel intermediaries in UK and Egypt. Results from the evaluation of the Middle East security image held by travel intermediaries showed that the Middle East is mostly positively perceived by majority of travel intermediaries despite the security problems that might occur in some of its destinations. Also it was made very clear that each destination in the Middle East is sold and promoted separately based on its unique image and identity as presented by travel intermediaries and not as apart of the Middle East.