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Media Strategies for Marketing Places in Crisis - Improving the Image of Cities, Countries and Tourist Destinations (Hardcover)
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Media Strategies for Marketing Places in Crisis - Improving the Image of Cities, Countries and Tourist Destinations (Hardcover)
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Growing competition between countries and cities over attracting
infrastructure, investment, tourists, capital and national and
international status mean that today, a negative image is more
harmful than ever. Whatever the cause of the negative image, places
perceived as dangerous, frightening, or boring are at a distinct
disadvantage. Many decision makers and marketers stand by
helplessly, frustrated by their knowledge that in most cases, their
city's negative image is not based on well-grounded facts. Given
that stereotypes are not easily changed or dismissed, the challenge
facing these decision makers is great. Analyses of many case
studies show interesting examples of places that tried to change a
negative image into a positive one, in order to bringing back
tourists, investors and residents. Although a great deal of
knowledge about crisis communications has accumulated in recent
years, very little has been written about strategies to improve
places' negative images. The aim of "Media Strategies for Marketing
Places in Crisis" is to discuss the various dimensions of an image
crisis and different strategies to overcome it, both in practice
and theory. "Media Strategies for Marketing Places in Crisis" is
based on the careful analysis of dozens of case studies,
advertisements, public relations campaigns, press releases,
academic articles, news articles, and the websites of cities,
countries and tourist destinations.
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