Restoring Tourism Destinations in Crisis: A Strategic Marketing Approach

Restoring Tourism Destinations in Crisis: A Strategic Marketing Approach

Restoring Tourism Destinations in Crisis: A Strategic Marketing Approach

Restoring Tourism Destinations in Crisis: A Strategic Marketing Approach

Excerpt

No tourism destination is immune from crisis. Consequently, the global tourism industry requires strategies and a set of directions which enable and prepare destination tourism authorities to manage a crisis event from its onset and rapidly implement a recovery strategy. The field of tourism crisis management is in its infancy and my overriding motivation for writing this book was to help fill some of the many gaps which exist in the literature. There remains enormous scope for future research in this subject.

The prime research focus is an analysis of the marketing dimension as it applies to specific crisis events: war, terrorism, natural disasters, crime waves and epidemics, and the appropriate restorative approaches. There is no doubt that destination crises arise from many causes including business collapse and industrial dispute. Destination restoration also involves a multitude of factors other than marketing. The issue of retraining and redeploying people whose livelihoods are affected by a crisis, though significant, is outside the scope of this work. The field of crisis management is very broad in scope and I have sought here to cover only those areas where I have specialist knowledge. Although the main topic covered is tourism destination marketing in crises, the principles of crisis management and restoration marketing apply to every business in which marketability is vulnerable to external crisis.

This book addresses three major themes. First, a destination crisis is defined and the distinction between a destination crisis and a hazard is explained. The image and marketability of tourism destinations were seriously compromised in each of the case studies discussed, and the crises analysed were beyond the direct management control of local destination marketing authorities. The DESTCON system is introducted as a means to classify the severity of a crisis . . .

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