Tourism Marketing for Developing Countries [[electronic resource] ] : Battling Stereotypes and Crises in Asia, Africa and the Middle East / / by Eli Avraham, Eran Ketter

• Autore: Avraham Eli
• Pubblicazione: London : , : Palgrave Macmillan UK : , : Imprint : Palgrave Macmillan, , 2016
• Edizione: 1st ed. 2016.
• Descrizione fisica: 1 online resource (204 p.)
• Disciplina: 910.68/8
• Soggetto topico: Leadership; International business enterprises; Marketing; International economics; Tourism; Management; Development economics; Business Strategy/Leadership; International Business; International Economics; Tourism Management; Development Economics
• Persona (resp. second.): KetterEran
• Note generali: Description based upon print version of record.
• Nota di bibliografia: Includes bibliographical references and index.
• Nota di contenuto: Cover; Tourism Marketing for Developing Countries; Contents; List of Figures; Acknowledgments; Introduction: Tourism Marketing for Developing Countries; Overview: the challenges in attracting tourism for developing countries; The current book: goal, layout, uniqueness, target audience; Research design: research questions, methodology, data analysis; Qualitative content analysis; The book's layout; 1: Perceptions, Stereotypes and Media Image of the Developing World; The public and media images of a destination; Destination's public image; Types of destination's public image ; Factors influencing a destination's public imageEvaluating a destination's public image; Developing countries' public image; Destination's image in the mass media; Measuring images of destinations in the news media; Constructing the developing world as "other" in the international media; Chapter summary; 2: Factors Influencing the Media Image of Developing Countries; The international media and the world system; Factors influencing developing countries' media image; The geographical distance of the developing world from the international media headquarters ; Problematic news definitions of the developing worldThe small number of reporters allocated to cover the developing world; The developing world covered by Western journalists; Residents of the developing world are not perceived as the target audience of the international media; The low social-political-economic status of the developing world; Developing countries insufficient public relations efforts; Chapter summary; 3: Marketing and Destination Branding; Place marketing; Destination marketing; Marketing destinations which have a negative image; Destination positioning and branding ; Definitions of destination brandingThe brand's components; From theory to practice in destination marketing; Actors and stakeholders in managing a destination's image; DMO and strategic image management/brand management; The vision of the destination and associated values; Principles for running a tourism campaign; Identifying the destination's characteristics; Defining the target audience and the campaign objectives; Setting up the campaign's components; The destination's name; The destination's logo; The destination's slogan; The destination's visual symbols or icons ; Promotion and tools for delivering campaign messagesAdvertising; Direct mailing/marketing; Sales promotion; Public relations and public diplomacy; E-Tourism: marketing tourism on the World Wide Web; Guidelines for success in destination marketing; Evaluating campaigns, branding processes and media results; Chapter summary; 4 Tourism Marketing for Destinations with Negative Images; Image restoration; Crisis communication management; The multi-step model for altering place image; Destination marketing goals; Media strategies for marketing places in crisis ; Media strategies to focus on the source of the message
• Sommario/riassunto: Tourism Marketing for Developing Countries examines media strategies used by destinations in Asia, the Middle East and Africa to battle stereotypes, negative images and crises in order to attract tourists .
• Titolo autorizzato: Tourism Marketing for Developing Countries
• ISBN: 1-137-34215-3
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910254957903321
• Lo trovi qui: Univ. Federico II