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.

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.

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.

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.

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.

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

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.

Why do you drink? A means-end approach to the motivations of young alcohol consumers

2017 ◽  
Vol 119 (8) ◽  
pp. 1854-1869 ◽  
Author(s):  
Sara Fabbrizzi ◽  
Nicola Marinelli ◽  
Silvio Menghini ◽  
Leonardo Casini
Keyword(s):  
Young People ◽  
Social Marketing ◽  
Social Issues ◽  
Marketing Strategies ◽  
Public Institutions ◽  
Communication Strategy ◽  
The Other ◽  
Content Type ◽  
Other Hand ◽  
Young Consumers

Purpose The purpose of this paper is to analyse the motivations of young consumers of alcoholic beverages in order to supply information for the definition of corporate and social marketing strategies. The target of young consumers was chosen because of its association with the choice of consumption behaviours often resulting in health and social issues related to alcohol. The focus on motivations, on the other hand, is justified by the need to assess the contents of appropriate and efficient communication campaigns for both producers and public institutions. Design/methodology/approach A means-end approach was used on a sample of young consumers from Tuscany via face-to-face interviews. The interviews were carried out with students who were completing their last year of high school. The results were processed using an MEC analyst software for the construction of the hierarchical value maps and cognitive maps showing the links between products and consumers. Findings The results highlighted the perception of a “socialisation” attribute that is stronger when linked to the consumption of beer and spirits; however, wine is still perceived as a non-friendly beverage. The aspect of socialisation underlines both the pleasure of sharing consumption experiences and the dangerous binge drinking behaviour. Thanks to this approach, the study identifies the main elements in the cognitive structure that, if used to define a communication strategy, may guarantee a high degree of efficacy. Originality/value The findings of the study constitute valuable information that can be used to prepare stages of communication plans within larger corporate and social marketing strategies. The wine sector can benefit from understanding the motivations that prevent young people from drinking wine and can attempt to fill the psychological and cognitive gap between young consumers and the product. Public institutions, on the other hand, may benefit from understanding the motivations that lead young people towards dangerous drinking behaviours. In turn, the institutions may be able to send appropriate messages within their communication activities aimed at containing such behaviours.

Pawnbroking in pre-1949 China: soft strategies for overcoming a negative image

2019 ◽  
Vol 31 (3) ◽  
pp. 580-591
Author(s):  
Tony Yan ◽  
Michael R. Hyman
Keyword(s):  
Design Methodology ◽  
Historical Data ◽  
Historical Analysis ◽  
Marketing Strategies ◽  
Business Strategies ◽  
Ethical Values ◽  
Moral Value ◽  
Negative Image ◽  
Content Type ◽  
Practical Implications

Purpose The purpose of this paper is to explore the means for enhancing the image and business legitimacy of a socially discredited industry – pawnbroking in pre-1949 China – are explored. Previous studies suggest companies operating within such industries cannot solely rely on hard marketing strategies “to maximize sales and profits as they do with soaps and shoes” (Davidson, 2003, p. 7). Instead, they must find soft strategies for improving company and industry image and legitimacy. Design/methodology/approach This research relies on qualitative analysis of historical data and documents. Findings Soft strategies deployed by Chinese pawnbrokers – such as interpretations, moral value advocacies and institutionalized arrangements – contributed substantially to improving pawnbroking’s image and business legitimacy. Research limitations/implications Interconnections among ethical values, image, business legitimacy and select marketing strategies are clarified. The efficacy of historically analyzing previously implemented business strategies and their embedding contexts is discussed. Practical implications Strategies Chinese pawnbrokers used to mitigate their previously negative image and boost their business legitimacy suggest strategies current socially disapproved companies can use to improve their image and business legitimacy. Originality/value A historical analysis of pre-1949 Chinese pawnbroking can suggest soft marketing strategies for overcoming consumers’ negative company and industry impressions.

How consumption-supportive packaging functionality influences consumers’ purchase intentions: the mediating role of perceived product meaningfulness

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Christian V. Baccarella ◽  
Lukas Maier ◽  
Kai-Ingo Voigt
Keyword(s):  
Empirical Evidence ◽  
Underlying Mechanism ◽  
Purchase Intentions ◽  
Mediating Effect ◽  
Communication Strategy ◽  
Content Type ◽  
Consumer Responses ◽  
Complex Products ◽  
Low Complex ◽  
Positive Effect

Purpose The purpose of this paper is to provide the first empirical evidence on how consumption-supportive packaging functionality influences consumers’ purchase intentions. Consumption-supportive packaging functionality implies that the packaging itself serves a function that actively helps users achieve their consumption goals and that supports the objectives consumers have in mind when using it. Design/methodology/approach To achieve the research goal, this study presents four between-participant experimental studies. In the studies, this paper tests for the direct effect of consumption-supportive packaging functionality on consumers’ purchase intentions across different product categories. Moreover, this study tests for the mediating effect of perceived product meaningfulness to explain the underlying mechanism (Studies 2 and 3) and for the moderating effect of product complexity (Study 4). Findings This paper shows that consumption-supportive packaging functionality leads to higher purchase intentions. The findings also reveal that perceived product meaningfulness is one underlying mechanism that helps us to explain the positive effect of consumption-supportive packaging functionality on purchase intention. Moreover, findings reveal that the positive effect of consumption-supportive packaging functionality only works for low-complex products, but not for high-complex ones. Research limitations/implications This research offers a new perspective on package design, and thus advances the understanding of how to package functionality can influence consumer responses. Moreover, this study contributes to the Gestalt theory because it applies a holistic design view on the packaging that influences product perception. Practical implications For low complex products, marketing managers should consider integrating packaging functionality into their communication strategy to focus on the overall Gestalt of the product. Product designers should integrate consumption-supportive packaging functionality in the product design to evoke positive consumer responses. Originality/value The research gives first empirical evidence on how and when consumption-supportive packaging functionality influences consumers’ product evaluations.

scholarly journals Music and wine tasting: an experimental neuromarketing study

2019 ◽  
Vol 122 (8) ◽  
pp. 2725-2737 ◽  
Author(s):  
Liwei Hsu ◽  
Yen-jung Chen
Keyword(s):  
Empirical Evidence ◽  
Design Methodology ◽  
Priming Effect ◽  
Wave Activity ◽  
Marketing Strategies ◽  
The Other ◽  
Product Selection ◽  
Content Type ◽  
Musical Stimulus ◽  
Original Contribution

Purpose Music has a priming effect on product selection. The purpose of this paper is to extend the current understanding on this issue using an experimental design incorporating behavioural and brainwave data. Design/methodology/approach An experiment with 40 participants was conducted to explore how and why wine tasting preferences would be primed by different genres of musical stimuli. Electroencephalographic measurement was adopted to measure participant brainwave activity in two experiments, each involving two rounds of wine tasting, and the treatment was administered between the two rounds. Findings Significant associations between the musical stimulus genre and participant change in wine selection were found, and the musical stimuli resulted in different brainwave activities because participant β and γ wave activities significantly differed in the first and second wine tasting rounds. Correlational analyses indicated that α, β and γ wave activities generated by the musical stimuli were significantly but negatively correlated with α wave activity. α wave activity in the musical stimulus phases was significantly negatively correlated with β wave activity in the second round of wine tasting, and the other associations were significant and positive. Originality/value This study highlighted the priming effect of musical stimuli in wine tasting. Empirical evidence derived from experimental research was analysed with behavioural and brainwave data. This study’s original contribution is that it explored wine tasting preferences from a neuromarketing perspective. The results of this study can provide empirical evidence on how to effectively use music in marketing strategies.

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