Crisis Communication, Image Restoration, and Battling Stereotypes of Terror and Wars
2013
Avraham, Eli
The constant media coverage of the Middle East in terms of conflicts, terror attacks, and wars affects the media and public image of countries in this area. In analyzing marketing initiatives, media policy, public relations crisis techniques, and the components of advertising campaigns, the goal of this article is to uncover the strategies used by Middle Eastern marketers to restore a positive image to bring back tourism after crises during the past decade. Based on the multistep model for altering place image, the study used qualitative content analysis of advertisements, press interviews with Middle Eastern officials and marketers, national tourism board websites, and reports about marketing initiatives that appeared in the press and on global tourism news websites. The analysis shows that Middle Eastern marketers employed three types of strategies to restore a positive image: source, message, and audience.
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