France bookings after terrorist attacks

Flight bookings to Paris down by 25 percent after attack

There is no doubt that the incident that happened in Paris would affect the city’s Tourism sector. According to TTN (Travel and Tourism News) , tourist numbers in 2015 fell by 25% after the attacks happened in addition 130 people died in the November attacks. The numbers are lower than those of November 2014 according to data provided by travel information firm Forward Keys. The city had two similar terrorist attacks in the same year, which leaves the question as to why people still choose to visit Paris?.

According to chief executive Olivier Jagger he recognised the fall in bookings primarily to leisure travellers, rather than business visitors or those going to visit family and friends. Although the cancellation period ended booking trends did not show any signs of improvements. The Christmas books were behind last year’s by 13 per cent. Air France experience some falls in air traffic following the attacks. Low cost carrier EasyJet stated to have to have seen a “cooling off” in demand for travel to France. The attacks did not only affect France but also other European countries as it was unknown when the next attacks would happen.

Following the terrorist attacks Paris is now seen as a less secure place for tourists. Referring to Marslow’s hierarchy of needs (1943), Safety and security comes as a basic need which means that no matter what humans still need safety and security. For the other people who choose not to visit Paris during this time visiting Paris is seen as a security risk, furthermore the people who choose to visit view this as less of a risk, simply because they want to fulfil their wants rather than needs.

There is confusion about the relationship between perceived risk and trust (N, Lim, 2002). (Mayer, 1995) defines trust as willingness to take a risk and perceived risk as the likelihood both positive and negative outcomes. When consumers perceive risk they are expecting some kind of loss (stone and winter, 1987).  The attacks in Paris can link to Physical risk because it is not as secure as it should be. For some consumers it can be linked to monetary risk, this consists of money and property those with relatively little income are vulnerable. Therefore it might be that consumers who chose not cancel their holidays were scared of losing their money. People who book holidays independently are at risk of losing their money because they will not get any compensation back. On the other hand people who book through travel agents can get compensation back.

In conclusion the terrorist attacks did not only affect consumers but also businesses around the country. Tourist numbers in France decreased compared to the previous year before the attacks took place. People’s decisions to take holidays to Paris changed and they were cancelling their bookings due to the risk that came with it. In addition the situation should not last a long time, because cities such as New York and London have had similar attacks however they recovered from within time and France will recover just as they did.

References

 Anonymous, . (2015, November 24). Flight bookings to Paris down by 25 percent after attack .Travel and Tourism News. Retrieved from www.travelandtourismnews.co.uk

Lim, N. (2002). Classification of Consumers' Perceived Risk: Sources versus Consequences. , 540-554.

Cockayne, D. (2015). Consumer Motivation and Decision Making: An experiential View. [Presentation slides]. Retrieved from https://unilearn.hud.ac.uk/webapps/blackboard/content/listContent.jsp?course_id=_19703_1&content_id=_1474851_1&mode=reset.

Personalised Nutella jars

Nutella's personalised jars 

following the trend of product customisation all over the world. Nutella also launched it's own campaign of personalised jars. This is a great way of getting customers to buy their products, they understood that a name is the biggest identity for a person. The project was success all of the Europe and the Middle East, it was launched as a way of thanking it's consumers.  The Jars are sold in local supermarkets and they can also be personalised online. 

According to www.Levelmarketing.co.uk 78% customers stated that brands that create unique and personalised products are more interested in building a relationship with them. Product involvement this refers to a consumer's level of interest in a particular product , most people consume nutella therefore it is a product they do not think twice about buying it this means there is no perceived risk in buying the product . Message involvement  has been a big influence in the 'your nutella your way' people rushed to shared their own personalised jars on the likes of social media sites such as Facebook, Twitter and Instagram.

However the campaign got a lot of backlash from social media, some people were adding rude words of the jars. This shows that social media is not always a good way to advertise products because word seems to spread quicker on social media and people are likely to write honest opinions and it can stop other people from buying the product.  Some people on social media felt that nutella was copying coca-cola's share a coke campaign. Coca-cola launched it's 'share a coke' campaign in the summer of 2013, with the realisation that many people in Australia were not consumers of coke. This was a great way to market it's product to a wide audience it was successful.

Personalition is a great way for companies to stand out from the crowd and is also a great way to market products. However Nutella did not stand out much because coca-cola has already done what they are doing and they could have came up with something different that no one else has done yet.