Tourism Marketing for Developing Countries : Battling Stereotypes and Crises in Asia, Africa and the Middle East

Tourism Marketing for Developing Countries examines media strategies used by destinations in Asia, the Middle East and Africa to battle stereotypes, negative images and crises in order to attract tourists . Cover 1 Tourism Marketing for Developing Countries 4 Contents -1 List of Figures -1 Acknowledgments -1 Introduction: Tourism Marketing for Developing Countries -1 Overview: the challenges in attracting tourism for developing countries -1 The current book: goal, layout, uniqueness, target audience -1 Research design: research questions, methodology, data analysis -1 Qualitative content analysis -1 The book’s layout -1 1: Perceptions, Stereotypes and Media Image of the Developing World -1 The public and media images of a destination -1 Destination’s public image -1 Types of destination’s public image -1 Factors influencing a destination’s public image -1 Evaluating a destination’s public image -1 Developing countries’ public image -1 Destination’s image in the mass media -1 Measuring images of destinations in the news media -1 Constructing the developing world as “other” in the international media -1 Chapter summary -1 2: Factors Influencing the Media Image of Developing Countries -1 The international media and the world system -1 Factors influencing developing countries’ media image -1 The geographical distance of the developing world from the international media headquarters -1 Problematic news definitions of the developing world -1 The small number of reporters allocated to cover the developing world -1 The developing world covered by Western journalists -1 Residents of the developing world are not perceived as the target audience of the international media -1 The low social-political-economic status of the developing world -1 Developing countries insufficient public relations efforts -1 Chapter summary -1 3: Marketing and Destination Branding -1 Place marketing -1 Destination marketing -1 Marketing destinations which have a negative image -1 Destination positioning and branding -1 Definitions of destination branding -1 The brand’s components -1 From theory to practice in destination marketing -1 Actors and stakeholders in managing a destination’s image -1 DMO and strategic image management/brand management -1 The vision of the destination and associated values -1 Principles for running a tourism campaign -1 Identifying the destination’s characteristics -1 Defining the target audience and the campaign objectives -1 Setting up the campaign’s components -1 The destination’s name -1 The destination’s logo -1 The destination’s slogan -1 The destination’s visual symbols or icons -1 Promotion and tools for delivering campaign messages -1 Advertising -1 Direct mailing/marketing -1 Sales promotion -1 Public relations and public diplomacy -1 E-Tourism: marketing tourism on the World Wide Web -1 Guidelines for success in destination marketing -1 Evaluating campaigns, branding processes and media results -1 Chapter summary -1 4 Tourism Marketing for Destinations with Negative Images -1 Image restoration -1 Crisis communication management -1 The multi-step model for altering place image -1 Destination marketing goals -1 Media strategies for marketing places in crisis -1 Media strategies to focus on the source of the message -1 Media strategies to focus on the message itself -1 Media strategies to focus on the target audience -1 Chapter summary -1 5: Marketing Middle East Destinations -1 Source strategies -1 Media cooperation and media relations -1 Blocking media access -1 Applying physical/economical threat -1 Using the Internet as an alternative source -1 Message strategies -1 Ignoring the crisis and conveying the message of “business as usual” -1 Limiting or reducing the scale of the crisis -1 Acknowledging the negative image and “the new era” technique -1 Multiple facets and softening the “hard” image -1 Hosting spotlight events -1 Spinning liabilities into assets -1 Ridicule the stereotypes -1 Geographic isolation from the Middle East -1 Association to well-known brands and celebrities -1 Audience strategies -1 Similarities (and relevance) to the target audience -1 Changing the target audience -1 Chapter summary -1 6: Marketing African Destinations -1 Source strategies -1 Media cooperation and media relations -1 Using the Internet as an alternative source -1 Message strategies -1 Ignoring the crisis -1 Acknowledging the negative image -1 Reducing the scale of the crisis -1 Delivering a counter-message -1 Tackling the crisis -1 Association to well-known brands and celebrities -1 Spinning liabilities into assets -1 Branding contrary to the stereotype -1 Geographical association -1 Audience strategies -1 Patriotism and personal/national heritage -1 Changing the target audience -1 Chapter summary -1 7: Marketing Asian Destinations -1 Source strategies -1 Media cooperation and media relations -1 Applying physical/economic threats -1 Using the Internet as an alternative source -1 Message strategies -1 Limiting the crisis -1 Delivering a counter message -1 Tackling the crisis -1 Hosting spotlight events -1 Using films, TV series and books -1 Association to well-known brands and celebrities -1 Spinning liabilities into assets -1 Branding contrary to the stereotype -1 Audience strategies -1 Similarity to the target audience -1 Changing the target audience -1 Chapter summary -1 8: Final Observations and Insights -1 Media strategies used by destination marketers -1 Source strategies -1 Message strategies -1 Audience strategies -1 The book’s purpose -1 The hierarchic model of tourism marketing for developing countries -1 The international media and the global marketing industry -1 The effect of a prolonged negative image on sudden crisis coverage -1 The strategic model for marketing tourism to developing countries 172 Analysis and planning -1 CAP analysis -1 Crisis/resilience planning -1 Physical layer -1 Improve the destination’s reality -1 Employ a holistic marketing approach -1 Marketing analysis and planning -1 Employing source strategies -1 Employing message strategies -1 Employing audience strategies -1 Future research -1 References -1 Index -1 Tourism Marketing for Developing Countries examines how tourist destinations in Asia, the Middle East and Sub-Saharan Africa battle stereotypes and negative images, overcome crises and attract tourists and visitors. The book provides real-life examples of strategies and techniques for altering the image of developing destinations and attracting international tourism, despite the challenges that stem from negative place images. Based on the analysis of dozens of case studies, it reveals the marketing and communication strategies used by developing countries. The analysis is conducted in relation to the accumulated theoretical and practical knowledge about media and public images, factors that affect image construction in the international media, image repair and destination marketing. Using a multi-step model, the book offers a proven toolbox for scholars and practitioners interested in attracting international tourism to developing countries." Front Matter....Pages i-ix Introduction: Tourism Marketing for Developing Countries....Pages 1-7 Perceptions, Stereotypes and Media Image of the Developing World....Pages 9-23 Factors Influencing the Media Image of Developing Countries....Pages 25-37 Marketing and Destination Branding....Pages 39-66 Tourism Marketing for Destinations with Negative Images....Pages 67-82 Marketing Middle East Destinations....Pages 83-107 Marketing African Destinations....Pages 109-132 Marketing Asian Destinations....Pages 133-156 Final Observations and Insights....Pages 157-174 Back Matter....Pages 175-193