23Cause-related marketing and disaster management

Opportunities from tourism-related initiatives

Giuseppe Aliperti, Francesco Rizzi and Marco Frey

1 Introduction

Disasters may generate several negative effects. According to the Munich RE, economic losses from internationally reported disasters have increased steadily since 1990, reaching in 2013 an estimated annual average of US$200 billion (UN GAR, 2015). The victims of disasters need help, and it is fundamental to collect funds in order to support the hazard-exposed communities and facilitate the pre-disaster mitigation (He and Zhuang, 2016) or the recovering operations (Oosterhof et al., 2008). Cause-related marketing (CrM) is a form of fundraising that may contribute to increasing the resilience ...

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