Recovery Plan for Post-Disaster Tourism Destinations: Image in Bam After Earthquake

Abstract

Natural disasters pose significant threats to tourist destinations and can severely affect the tourism industry, one of the world’s largest economic sectors. Following a disaster, destinations face not only the challenge of rebuilding infrastructure and communities but also the equally critical task of restoring their image, which strongly influences travellers’ decision-making processes. In places with high economic dependence on tourism, this vulnerability is even greater, as success relies on maintaining an attractive image. This paper explores the effects of earthquakes on tourism continuity planning, focusing on Bam after the 2003 earthquake. It analyses the shifts in perception and the negative impact on Bam’s image as a destination, as well as the economic losses resulting from decreased visitation. Based on archival data and census statistics, the study assesses visitor behavioural intentions and proposes tourism revival strategies using the SWOT method. The findings underline the importance of marketing strategies aligned with both internal and external conditions and suggest practical measures to support tourism recovery. The paper contributes to understanding consumer reactions towards post-disaster destinations and offers a prescriptive framework to guide Bam’s revival policy-making in the aftermath of the earthquake.