Marketing of Tourism Destinations During A Crisis: The Case of Yemen.

      Аннотация: Although it already has a recognized presence in other fields, crisis management is still a relatively new concept within tourism field. This study identified an important point that should be addressed if the Yemeni government is serious in its look for the current situation for the tourism sector. It is critical for courtiers with rich sources for tourism to adopt a more structured and effective approach to crisis management and ensure that Tourism Crisis Management Plan are introduced well before crises strike. This research investigated the decline in the international tourism to Yemen in the last ten years and what both private and public sectors have done to recover and mitigate. This decline in the Yemeni tourism generated a range of impacts on the tourism industry, the greatest impact being loss of jobs and earnings. The paper explored the reasons, which stand behind this decline. It investigated the effects of the various crises on the tourism sector in Yemen in the 1990s and earlier 200s. The paper suggested the adoption of a Strategic Marketing Planning Approach in developing a Tourism Crisis Management Plans and strategies.

Ключевые слова: crisis management, Marketing Mix, marketing strategy, tourism marketing, Yemen, Marketing Segmentation, Strategic Marketing Planning, Tourism Crisis Management Plan