Introduction: what marketing strategy for destinations with a negative image?

2017 ◽  
Vol 9 (5) ◽  
pp. 496-503 ◽  
Author(s):  
Hugues Séraphin ◽  
Vanessa G.B. Gowreesunkar
Keyword(s):  
Marketing Strategy ◽  
Design Methodology ◽  
Theme Issue ◽  
Negative Image ◽  
Content Type ◽  
Post Colonial ◽  
Post Conflict ◽  
Introductory Paper ◽  
Post Disaster

Purpose This introductory paper aims to provide an overview of the significance of the theme issue. Design/methodology/approach This paper sheds lights on issues that post-colonial, post-conflict and post-disaster destinations are facing, and more importantly provides strategies to overcome the issues. The solutions are tailored to the particular profile of the destination. Findings For post-colonial, post-conflict and post-disaster destinations to enhance their image to potential visitors and to be able to compete equally with established destinations, it is important to provide solutions that are tailor-made to their own situation and circumstances, as one size does not fit all. Originality/value The value of this paper is that it re-visits the realities faced by post-colonial, post-conflict and post-disaster destinations while highlighting their potentials and barriers.

Conclusion: what marketing strategy for destinations with a negative image?

2017 ◽  
Vol 9 (5) ◽  
pp. 570-576 ◽  
Author(s):  
Hugues Séraphin ◽  
Vanessa G.B. Gowreesunkar
Keyword(s):  
Empirical Evidence ◽  
Marketing Strategies ◽  
Communication Strategy ◽  
Limiting Factors ◽  
Negative Image ◽  
Content Type ◽  
Post Colonial ◽  
Success Stories ◽  
Post Conflict ◽  
Post Disaster

Purpose This concluding paper filters out meaningful marketing strategies that could be used to re-position and re-establish tourism destinations struggling with negative image. Drawing from a collection of case studies around the world, this paper aims to provide evidence from post-colonial, post-conflict and post-disaster destinations to anchor the overall conclusion of the theme issue. Design/methodology/approach This paper summarizes key issues faced by destinations plagued with a negative image and identifies adaptive marketing strategies based on existing marketing theories and success stories from struggling destinations. Findings Destinations with a negative image are mostly post-colonial, post-conflict or post disaster destinations (or all of the three combined), and despite their poor (if no) marketing strategies, they continue to struggle to find their share in the tourism market. This paper highlights four main challenges of such destinations and proposes that adaptive marketing strategies can turn the situation of struggling destinations to a situation of emerging destinations. Marketing strategies that are cited in this theme are based on empirical evidence and they are communication strategy, differentiation and promotion of responsible and health tourism, heritage tourism, cluster tourism and the involvement of destination marketing organisations. Originality/value This paper takes a somewhat different approach and proposes adaptive marketing strategies for struggling destinations. These are based on the notion that the consequences of not addressing negative image also impacts on established destinations that have to cope with increased capacity. The value of this paper is that it draws from empirical evidence, each unique in their own right and re-establishes how post-colonial, post-conflict and post-disaster destinations could improve while highlighting their potential and limiting factors.

Social repair and structural inequity: implications for disaster recovery practice

2015 ◽  
Vol 6 (4) ◽  
pp. 454-467 ◽  
Author(s):  
Omer Aijazi
Keyword(s):  
Social Relationships ◽  
Disaster Recovery ◽  
Design Methodology ◽  
Content Type ◽  
Vulnerability Reduction ◽  
Recovery Processes ◽  
Post Conflict ◽  
Future Risk ◽  
Structural Inequities ◽  
Post Disaster

Purpose – This paper introduces a model of social repair to the language of disaster recovery that potentially provides a new way of conceptualizing reconstruction and recovery processes by drawing attention to the dismantling of structural inequities that inhibit post-disaster recovery. Design/methodology/approach – The paper first engages with the current discourse of vulnerability reduction and resilience building as embedded within a distinct politics of post-disaster recovery. The concept of social repair is then explored as found within post-conflict and reconciliation literature. For application within the context of natural disasters, the concept of social repair is modified to have evaluative and effectiveness significance for disaster recovery. A short case example is presented from post-flood Pakistan to deepen our understanding of the potential application and usage of a social repair orientation to disaster recovery. Findings – The paper recommends that the evaluative goals of post-disaster recovery projects should be framed in the language of social repair. This means that social relationships (broadly defined) must be restored and transformed as a result of any disaster recovery intervention, and relationship mapping exercises should be conducted with affected communities prior to planning recovery interventions. Originality/value – Current discourses of disaster recovery are rooted within the conceptual framings of reducing vulnerabilities and building resilience. While both theoretical constructs have made important contributions to the disaster recovery enterprise, they have been unable to draw sufficient attention to pre-existing structural inequities. As disaster recovery and reconstruction projects influence the ways communities negotiate and manage future risk, it is important that interventions do not lead to worsened states of inequity.

The Small2Mighty tourism academy

2017 ◽  
Vol 9 (5) ◽  
pp. 555-563 ◽  
Author(s):  
Carole C. Favre
Keyword(s):  
National Development ◽  
Holistic Approach ◽  
Infrastructure Development ◽  
Common View ◽  
Original Solution ◽  
Content Type ◽  
Post Colonial ◽  
Post Conflict ◽  
Timor Leste ◽  
Post Disaster

Purpose The aim of this practitioner paper is to reflect on the mistakes that most post-colonial, post-conflict or post-disaster destinations make when planning to grow tourism, and to offer a practical and business-driven solution that would help secure a more stable future in spite of potential instabilities. Design/methodology/approach The paper is the result of three years spent working with micro and small tourism entrepreneurs in Haiti, Brazil, Lesotho, South Africa, Timor Leste, Indonesia, Ethiopia and India. Findings The paper observes that most post-colonial, post-conflict or post-disaster destinations do not understand that developing tourism goes hand in hand with developing entrepreneurs and their businesses. Practical implications The paper could kick-start a more holistic approach to tourism development to catalyse long rather than short-term economic and social gains, especially for women. Originality/value This paper contradicts the common view that tourism growth is about increasing arrival numbers and focusing on infrastructure development. It presents an original solution that focusses on vision (an approach borrowed from Simon Sinek, the third most popular TED speaker and author of “Start with Why”), and on women empowerment that bypasses existing supra and national development frameworks.

The problem of rapid tourism growth – an overview of the strategic question

2017 ◽  
Vol 9 (3) ◽  
pp. 252-259 ◽  
Author(s):  
Leonardo (Don) A.N. Dioko
Keyword(s):  
Developing Countries ◽  
Design Methodology ◽  
Critical Factor ◽  
Rapid Rate ◽  
Theme Issue ◽  
Content Type ◽  
Introductory Paper ◽  
Per Se ◽  
Broad Overview

Purpose The purpose of this introductory paper is to provide a broad overview of the significance of this theme issue. Design/methodology/approach The introductory paper draws from macro data of tourism growth in various countries and highlights the rapid rate of tourism growth in many, especially developing countries. The paper ventures the possibility of an anti-tourism wave in many destinations as a result. Findings To prevent tourism from displacing and disrupting the lives of residents in many countries, as well as from diminishing the experience for many visitors, the rate with which tourism grows must be studied and managed. Originality/value The value of this paper is that it highlights the rate of tourism growth and not tourism growth per se as the critical factor in making tourism a positive or negative force for change in many communities.

scholarly journals The past, present and future of Haiti as a post-colonial, post-conflict and post-disaster destination

2018 ◽  
Vol 4 (3) ◽  
pp. 249-264 ◽  
Author(s):  
Hugues Seraphin
Keyword(s):  
Tourism Industry ◽  
Point Of View ◽  
Content Type ◽  
Post Colonial ◽  
Positive Image ◽  
Post Conflict ◽  
Leading Position ◽  
The Caribbean ◽  
Narrative Literature Review ◽  
Post Disaster

Purpose The purpose of this paper is to determine the future of the tourism industry in Haiti. More specifically, the paper answers the following question: will Haiti be able to reclaim a positive image and leading position in the Caribbean as a tourist destination? Design/methodology/approach Within the paradigm of theory building and exploratory approach, this conceptual study is based on a narrative literature review. Findings The turning point in the development of the tourism industry in Haiti has been the 2010 earthquake which has triggered a will to provide quality products and service specifically in the hospitality sector, the most dynamic sector of the tourism industry. With the diaspora, Haiti has the potential to reclaim a positive image and a leading position in the Caribbean. That said, before performing at this level, the destination must first and foremost contribute to the wellbeing of its people as a sine qua non condition for the success of its tourism industry. Practical implications The findings of this research may help potential investors to decide whether or not they want to invest in Haiti. The findings of the paper may also assist the DMO in its branding and marketing strategy. Originality/value The alleviation of poverty using tourism as a tool in a post-colonial, post-conflict and post-disaster context should be analysed, understood and approached from a human aspect point of view and perspective. Resilience is what better describes the tourism industry and the locals in Haiti. The locals are neither passive nor powerless.

Building resilient destinations and communities: the need for greater industry, community and academic collaboration

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
DeMond Shondell Miller
Keyword(s):  
Best Practices ◽  
Design Methodology ◽  
Interdisciplinary Teams ◽  
Theory And Practice ◽  
Theme Issue ◽  
Content Type ◽  
Link Theory ◽  
Tourism And Hospitality ◽  
Industry Community ◽  
Post Disaster

Purpose This paper provides a conclusion to the theme issue by commenting on the contributions made by the writing team. Moreover, this paper advocates the use of interdisciplinary teams to build resilience in the tourism and hospitality industries. Design/methodology/approach This paper draws on research and best practices cited in the preceding papers and offers viewpoints that link theory and practice. Findings Although there is no one specific way to summarize the contents of this theme issue, the findings build on the idea of forging trust and alliances to advance local and global resilience. Originality/value Post-disaster resilience is certainly relevant to the tourism and hospitality industries amid the ongoing COVID-19 pandemic. Findings and implications from this series of articles, interviews, and viewpoints can be used to aid the recovery of the tourism and hospitality industries.

Reflections on the theme issue outcomes

2017 ◽  
Vol 9 (5) ◽  
pp. 577-583 ◽  
Author(s):  
Hugues Séraphin ◽  
Vanessa G.B. Gowreesunkar ◽  
Richard Teare
Keyword(s):  
Design Methodology ◽  
Collaborative Work ◽  
Heritage Management ◽  
Theme Issue ◽  
Negative Image ◽  
Content Type ◽  
Starting Point ◽  
Collaborative Working ◽  
Practical Implications ◽  
Selection Of

Purpose The purpose of this paper is to profile the WHATT theme issue “What marketing strategy for destinations with a negative image?” with reference to the experiences of the theme editor and writing team. Design/methodology/approach This paper uses structured questions to enable the theme editors to reflect on the rationale for the theme issue question, the starting point, the selection of the contributors and material and the editorial process. Findings This paper provides insights and practical suggestions in response to the theme issue question from different academic and professional backgrounds in fields as diverse as marketing, tourism, economics and heritage management. Practical implications The theme issue outcomes provide lines of enquiry for others to explore and reinforce the value of WHATT’s approach to collaborative working and writing. Originality/value The collaborative work reported in this theme issue offers a unified but contrarian response to the theme’s strategic question. Taken together, the papers provide a range of options for destination marketing organizations in response to the issues highlighted.

Heritage in tourism organisations’ branding strategy: the case of a post-colonial, post-conflict and post-disaster destination

2018 ◽  
Vol 12 (1) ◽  
pp. 89-105 ◽  
Author(s):  
Hugues Seraphin ◽  
Anca C. Yallop ◽  
Alexandru Capatîna ◽  
Vanessa GB Gowreesunkar
Keyword(s):  
Public Sector ◽  
Marketing Strategies ◽  
Destination Marketing ◽  
Content Type ◽  
Post Colonial ◽  
Post Conflict ◽  
Visual Identification ◽  
Branding Strategies ◽  
Private And Public ◽  
Post Disaster

Purpose The purpose of this study is to investigate the link between history (heritage) and tourism marketing (destination branding). More specifically, the paper focusses on how heritage is used by private- and public-sector tourism organisations of post-colonial, post-conflict and post-disaster (PCCD) destinations in their branding strategy. In particular, the paper investigates how these organisations use heritage in their branding and logo design. Design/methodology/approach Within the paradigm of theory building and exploratory approach, this conceptual study is based on a narrative literature review and analysis of research and secondary data on Haiti. The study uses visual research methods to examine and reveal the basis and composition of logos of both private- and public-sector organisations in Haiti. Findings The findings of this paper suggest that capturing the essence of the destination is critical for any visual identification (i.e. logos), and that the visual identification can either adjust representation of past events to the time being (heritage) or move away from the past with clear expectations for the future. Such findings are reflected within the new marketing strategies adopted by the Haitian destination marketing organisation (DMO) and a private resort that we used as examples. Both moved from an idiosyncratic identity-based logo to a universal “sea-and-sun” stereotyped one that goes against heritage for which authenticity is the most important criterion. Practical implications The findings of this research may help destination managers in general, and DMOs in PCCD destinations in particular, to design logos aligned with their marketing and branding strategies. The findings of the paper may also assist industry experts in designing logos that communicate with potential tourists, by leveraging heritage to influence their emotion and decision making. Originality/value This paper represents one of the first papers in tourism research that examines branding strategies of both public and private sectors in the context of Haiti. The research contributes to the body of knowledge on heritage and destination marketing by exploring the role of heritage in the Caribbean area’s branding and marketing strategies.

Diaspora and ambidextrous management of tourism in post-colonial, post-conflict and post-disaster destinations

2019 ◽  
Vol 18 (2) ◽  
pp. 113-132 ◽  
Author(s):  
Hugues Seraphin ◽  
Maximiliano Korstanje ◽  
Vanessa Gowreesunkar
Keyword(s):  
Post Colonial ◽  
Post Conflict ◽  
Post Disaster

What challenges and opportunities will lead to success?

2018 ◽  
Vol 10 (6) ◽  
pp. 631-634 ◽  
Author(s):  
Jorge Costa ◽  
Mónica Montenegro ◽  
João Gomes
Keyword(s):  
International Economic ◽  
Developing Countries ◽  
Content Analysis ◽  
Design Methodology ◽  
Theme Issue ◽  
Content Type ◽  
Income Sources ◽  
Tourist Flows ◽  
Challenges And Opportunities ◽  
Shed Light

Purpose This paper aims to introduce the papers in this issue and explain the pertinence of the strategic question. Design/methodology/approach A brief context for the strategic question is provided, as well as the issue alignment and a content analysis of the papers selected. Findings From the analysis of the papers selected for this theme issue, it becomes clear that tourism has become one of the major players in international economic, social and technological sectors, while representing one of the main income sources for developed and developing countries. Originality/value The papers selected for this issue shed light on an important problem: increasing tourist flows and overtourism at some world top destinations.

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