Destination marketing during and following crises: combating negative images in Asia

Research output: Contribution to journalArticlepeer-review


The goal of this study is to analyze which strategies Asian officials and marketers have adopted in order to combat stereotypes, negative perceptions, and crises in order to repair destination images and bring back visitors. The study includes qualitative content analyses of news reports, press interviews, and campaigns in order to uncover media policy, strategies, events, and marketing initiatives used since 2008. The conceptual framework used was the “multi-step model for altering place image”, which offers three types of strategies to use in order to repair a destination’s negative image during and after a crisis: source, message, and audience.

Original languageEnglish
Pages (from-to)709-718
Number of pages10
JournalJournal of Travel and Tourism Marketing
Issue number6
StatePublished - 24 Jul 2017

Bibliographical note

Publisher Copyright:
© 2016 Informa UK Limited, trading as Taylor & Francis Group.


  • Image repair theory
  • destination image
  • image recovery
  • media strategies
  • tourism in Asia
  • tourism marketing

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing


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