Measuring The Impacts of a Natural Disaster on Visitor Confidence

ABSTRACT

This study examined the effect of Hurricane Matthew on visitor intent to travel to US South Atlantic destinations along the hurricane path two weeks after hurricane landfall. Researchers also studied the influence of the storm on a visitor’s perceived characteristics of a destination and the impact the hurricane had on a visitor’s level of confidence toward the destination’s quality and quantity of amenities. The results from the national survey demonstrated that the hurricane impacted the visitor’s perception toward the destination’s characteristics as well as their confidence in the quality and quantity of the destination’s amenities.

KEYWORDS:

• Hurricanes
• disasters
• marketing
• consumer
• tourism

Disclosure statement

No potential conflict of interest was reported by the author(s).