Abstract
Using a mixed-methods approach, this article explores various issues related to tourism development in Tunisia. It also presents a system dynamics (SD) simulation model using a participatory system mapping (PSM) framework. Following the Arab Spring in 2011, and subsequent terror attacks in 2015, the Ministry of Tunisian Tourism has been pursuing destination image restoration strategies to revive the sector. We attempt to identify the key policy levers that can help to achieve destination image restoration using PSM; to do so, we formulated a model and analyzed it using SD. We conclude that controlling terror attacks and focusing on providing alternate holiday options represent policy levers that can significantly restore the image of Tunisia. This research will enable policymakers to identify the influences of feedback loops in the system and work towards a viable strategy.
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