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Improving the image of cities, countries and tourist destinations
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By
Eli Avraham, Senior lecturer, Department of Communication, University of Haifa, Israel
Eran Ketter, Department of Communication, University of Haifa, Israel.
Description
Growing competition between countries and cities over attracting infrastructure, investment, tourists, capital and national and international
status mean that today, a negative image is more harmful than ever. Whatever the cause of the negative image, places perceived as dangerous,
frightening, or boring are at a distinct disadvantage. Many decision makers and marketers stand by helplessly, frustrated by their knowledge
that in most cases, their city's negative image is not based on well-grounded facts. Given that stereotypes are not easily changed or
dismissed, the challenge facing these decision makers is great. Analyses of many case studies show interesting examples of places that
tried to change a negative image into a positive one, in order to bringing back tourists, investors and residents.
Although a great
deal of knowledge about crisis communications has accumulated in recent years, very little has been written about strategies to improve
places' negative images. The aim of "Media Strategies for Marketing Places in Crisis" is to discuss the various dimensions of an image
crisis and different strategies to overcome it, both in practice and theory. "Media Strategies for Marketing Places in Crisis" is based
on the careful analysis of dozens of case studies, advertisements, public relations campaigns, press releases, academic articles, news
articles, and the websites of cities, countries and tourist destinations.
Audience
Primary audience: tourism professionals including destination marketers, government officials, managers of tourism destinations, public
relations professionals; Secondary audience: advanced undergraduate and graduate students in tourism marketing.
Contents
Part One:
1. Summary of existing knowledge in place image, the techniques and strategies used for place promotion, and the field of image
crisis.
2. Introduction to place marketing and offers definitions, ways to measure the effects of public relations and advertising
campaign, and reasons why places try to change their images.
3-6. Discussion on ?place image? (kinds of image, measuring the image,
different factors affecting a place's image);
the stages of campaign building (factors involved;
managing the image;
developing the
place's vision;
branding and positioning;
the place?s logo, slogan and landmark;
SWOT analysis;
the various techniques used to deliver
messages, including PR, advertising, promoting and marketing);
crisis communications and crisis management.
This part of the book
is based on the strategic approach to public relations, stating that a change of image is ongoing, holistic, interactive and wide scaled,
requiring much more than a quick change of logo or slogan.
Part Two:
7. Presentation of 20 strategies used by cities, countries, tourist
destination all over the world in order to improve their negative image
8-12. The ?Crisis? What Crisis?? approach (ignoring the crisis);
employing a counter-message;
acknowledging the negative image;
geographic isolation strategy;
spinning liabilities into assets;
changing name, logo or slogan, hosting opinion leaders, hosting spotlight events;
ridiculing the stereotype;
patriotism and nationalism,
changing the campaign?s target audience;
changing reality in order to solve the crisis;
using movies, television shows and magazines;
using celebrities;
branding the place counter to the stereotype, association with prestigious places/brands;
decreasing the crisis's
effect.
Conclusion:
13. Introduction of a wide scale model, illustrating the proper choice of a strategy in altering an unflattering
public image.
The model was developed in order to give quick and user-friendly answers to local decision makers faced with dilemmas
concerning issues such as image crisis, changing a place's image and media relations. For example, the concluding model answers questions
such as whether one should use different media strategies during different phases of the crisis, when is one strategy better than anther,
the limitations of media usage, the relations between a change in reality and changes in image, how place stereotypes can be changed,
how the social and political environment affects the choice of strategies, how damage to an image can be downsized, and many more.
| Bibliographic details |
Paperback, 248 pages, publication date: DEC-2007
ISBN-13: 978-0-7506-8452-1
ISBN-10: 0-7506-8452-6
Imprint: BUTTERWORTH HEINEMANN
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| Price and Ordering |
Price:
EUR 42.95
USD 52.95
GBP 29.99
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Last update: 25 Nov 2009
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