Destination image repair during crisis: Attracting tourism during the Arab Spring uprisings

Research output: Contribution to journalArticlepeer-review


The Arab Spring uprisings received intensive coverage and had a negative effect on tourism to the Middle East. This study aimed to uncover media strategies used by Middle Eastern countries' marketers to restore a positive image in times of change and challenge and to bring back tourists, by analyzing marketing initiatives, media policy, crisis communication techniques and the components of advertising campaigns. Integrating theory and practice, and adopting the "multi-step model for altering place image," the study applied qualitative content analysis of advertisements, press interviews, and global tourism news websites. Three types of strategies were used by marketers to restore a positive image: source, message and audience.

Original languageEnglish
Pages (from-to)224-232
Number of pages9
JournalTourism Management
StatePublished - 1 Apr 2015

Bibliographical note

Publisher Copyright:
© 2014 Published by Elsevier Ltd.


  • Arab Spring
  • Crisis communication
  • Media strategies
  • Middle East
  • Tourism marketing

ASJC Scopus subject areas

  • Development
  • Transportation
  • Tourism, Leisure and Hospitality Management
  • Strategy and Management


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