Purpose This study aims to cover issues regarding traveling to a tourist destination which has seen war and terrorism. These problems can be addressed altogether, as they are interrelated. Based on tourists’ opinions, this paper aims to focus on measures or steps that can be taken to ensure changing their perceptions about a certain destination. Design/methodology/approach This study targets tourism experts for their opinions regarding the measures most necessary to change the perceptions of tourists. Their opinions were extracted through a questionnaire based on three criteria with four alternatives. Furthermore, raw data extracted are studied using the Fuzzy-VIKOR technique to rank the alternatives in order of importance. Moreover, the questionnaire also aims to know the perception of participants by asking them what would make them trust a destination with a history of terrorism. Findings The problems captivate the attention of government, guiding them to ensure that they need to focus more on physical security of tourists if they expect tourism industry to thrive. It was found that the steps needed to be taken are in the areas of international trade, cultural exchange programs and social media advertising. Originality/value Research based on improving tourist perception of Pakistan to develop Pakistan as a tourist destination is scarce. The study takes four different alternatives into account for image recovery and based on those alternatives, it provides a unique solution to the government in this regard with the necessary steps they need to take and attempts to help the government ensure tourism expansion in the country.

With the recent drastic shifts in societies, thinking styles, and most importantly, the degree of online‐and‐offline exposure, it is easy for the young and developing mind to fall prey to radical or extremist ideas. Radical organizations direct their recruiting efforts toward those who have yet to reach adolescence and are incapable of forming well‐informed and educated decisions. Since it is in human nature to target the weak and the vulnerable, these organizations look for dissatisfied, isolated and friendless young people. They are especially allured when these organizations promise to get them all they lack. As there have been incidents recently reported on young students' involvement in terror activities, the study proposes alternatives to prevent them from falling prey to radical thoughts. The proposed alternatives are judged through TOPSIS (Technique of Order Preference Similarity to the Ideal Solution) and the ideal alternative is singled out after mathematical calculation. Out of the five proposed alternatives, the study, through TOPSIS analysis, proposes that parents may be trained to handle their children in order to keep them from radical thoughts. In addition to the ideal alternative, the study also suggests that the government take preventive measures to curb the evil of radicalism.

Purpose This study aims to cover issues regarding traveling to a tourist destination which has seen war and terrorism. These problems can be addressed altogether, as they are interrelated. Based on tourists’ opinions, this paper aims to focus on measures or steps that can be taken to ensure changing their perceptions about a certain destination. Design/methodology/approach This study targets tourism experts for their opinions regarding the measures most necessary to change the perceptions of tourists. Their opinions were extracted through a questionnaire based on three criteria with four alternatives. Furthermore, raw data extracted are studied using the Fuzzy-VIKOR technique to rank the alternatives in order of importance. Moreover, the questionnaire also aims to know the perception of participants by asking them what would make them trust a destination with a history of terrorism. Findings The problems captivate the attention of government, guiding them to ensure that they need to focus more on physical security of tourists if they expect tourism industry to thrive. It was found that the steps needed to be taken are in the areas of international trade, cultural exchange programs and social media advertising. Originality/value Research based on improving tourist perception of Pakistan to develop Pakistan as a tourist destination is scarce. The study takes four different alternatives into account for image recovery and based on those alternatives, it provides a unique solution to the government in this regard with the necessary steps they need to take and attempts to help the government ensure tourism expansion in the country.