Post quake: a territorial marketing approach to respond to natural disaster disruption

Natural disasters can represent a series of economic and social criticalities for the areas affected and also damage their image and economy in the long term. The aim of this research is to explore how territories and stakeholders of the territories affected by natural disasters react. After a literature review on tourism disaster management, a qualitative analysis was conducted to specify and identify the needs and expectations of tourism professionals and experts in the territories affected by natural disasters (earthquakes, floods, hurricanes and pandemics like the current COVID- 19) through the lens of territorial marketing. The exploratory analysis, conducted in Italy involving N=6 tourism professionals and experts, show that territorial marketing approach as a model for reconstruction and development of the territory in the post-disaster situations. Territorial marketing could be applied consistently because it is possible to detect all the theoretical dimensions recognized as indispensable for its theoretical application and intervention.