edward elgar publishing limited marketing approach

[...]... and post-crisis marketing programs and their incorporation in contingency planning Marketing restoration approaches emphasising the establishment of strategic alliances between destination authorities, airlines and all key principals of a destination’s tourism infrastructure are outlined The approach to restoration marketing involves a multi-track strategy including the communication of customised... element in the more successful cases studies Uniformity in the marketing approach does not necessarily apply to all source markets The distance from the destination, together with demographic, sociological and political factors, will often determine the most effective marketing strategy applicable to each source market Professional marketers and marketing analysts are familiar with the concept of a SWOT... infrastructure development and the successful marketing of Bali as one of the world’s most desirable tourism destinations Bali now joins the list of destinations forced to undertake the formidable task of restoring and recovering its marketing image As a professional destination marketer, I derived invaluable insights about destination crisis and restoration marketing from the case studies researched... analysing how a destination and its tourism industry conduct a marketing campaign to restore its image and recover its market from the damage caused by these events A number of case studies are used to demonstrate that a properly focused marketing campaign plays a major role in restoring a destination’s image and consumer perceptions of it Restoration marketing is an integral element in the overall recovery... repairing physical damage to the infrastructure of the destination as a prerequisite to starting a marketing campaign It is an erroneous assumption that a restoration and recovery marketing campaign can be implemented only when the crisis is deemed to be over In the case of Britain, Sri Lanka and Israel, marketing of the destinations continued during Britain’s foot-and-mouth disease problems of 2001;... Palestinians since September 2000 (unresolved at the time of writing) and Sri Lanka’s long-term civil war are examples of ongoing crises where marketing has been necessary Some of these marketing strategies may be broadly defined as ‘damage control’ Some of these marketing programs have involved an aggressive campaign to lure tourists by either highlighting alternative images to those disseminated by... for one or all of these organisations to engage in intensive marketing programs featuring temporary discounts or incentives as tactics in the recovery strategy Tourist authorities and national carriers often subsidise blitz -marketing campaigns by the private sector A tourist crisis in one destination often has regional implications Cooperative marketing programs can potentially benefit neighbouring destinations... importance of familiarisation trips is greatly magnified The travel industry is vital to any successful push marketing (directed at retailers) campaigns Airlines traditionally work with tourist authorities in carrying travel journalists The media are central to a successful pull marketing campaign (marketing directed at consumers) The Fiji Visitors Bureau provides a model of a highly effective alliance... destinations in the field of tourism marketing The author readily acknowledges that the repair of infrastructure, rebuilding, medical rehabilitation and financing are all necessary elements of the recovery process and constitute a field of study in their own right Many people readily dismiss marketing as the equivalent of ‘spindoctoring’—that is, adopting a selective approach to the truth A successful... 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 . David. Restoring tourism destinations in crisis: a strategic marketing approach. Bibliography. Includes index. ISBN 1 86508 911 7. 1. Tourism Marketing. 2. Crisis management. I. Title. 338.4791 Set. strategic management of in-crisis and post-crisis marketing programs and their incor- poration in contingency planning. Marketing restoration approaches emphasising the establishment of strategic. experience of managing Israel’s own tourism marketing crises. Ruth Eilat, Suzan Klagesbrun and Noga Sher-Greco have been at the forefront of managing Israel’s tourism marketing challenges from the Israel end.