Marketing Destinations with Prolonged Negative Images

Marketing Destinations with Prolonged Negative Images: Towards a new model

To be published in Tourism Geographies, 2012

The current study presents media strategies to alter prolonged negative destination images, grouped in a new theoretical model. The model is based on a continuum between two groups of media strategies; on the one hand is the “cosmetic approach,” relating to strategies that mainly focus on altering the destination’s image. On the other hand is the “strategic approach,” relating to strategies that take comprehensive action, changing both the negative image and the problems causing it.

The new model elaborates on the existing knowledge in the fields of tourism marketing in general and image restoration in particular, and draws conclusions for both academics and practitioners. Using qualitative content analysis, we searched for tourism marketing campaigns in various resources and media.

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