Crisis management e strategie comunicative nel dopo attentato terroristico: il caso della Tunisia

In recent years some of the most visited destinations in South Mediterranean such as Egypt and Tunisia have been targeted by a series of terrorist incidents that attacked symbolic spots of tourism industry such as museums, resorts, heritage sites and airports. As a consequence of the attacks the number of visitors have drastically fallen and tourism sector plunged into crisis. In order to cope with the loss of tourism demand, the authorities of those countries have taken a series of security measures in order to ensure the visitors’ safety in the most visited spots. Such security measures have been accompanied by a series of marketing campaigns aimed at reducing the risk perception by promoting a sort of “vicarious” resilience. Through the sociological and semiotic analysis of the elements that characterize the main marketing campaigns lead by Tunisia affected by terrorism attacks in recent years, the present article highlights the communication strategies adopted for restoring the image of the safe destination and by doing so attract new flows.