Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

 
2007 Annual International CHRIE Conference & Exposition 
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marketers to act more strategically in campaign development and execution. If there were no regional differences, 
then a uniform promotional strategy may be advocated, nevertheless since we found significant geographic 
differences there will need to be different promotional themes and strategies for the different markets. Now, since 
several different campaigns are required because of the differing images current markets may prove less cost 
effective while other non-traditional (in this case more distant) markets may now prove viable in lieu of the 
additional costs associated with changing the current negative impressions of the closer resident markets. Additional 
research will be required to assess anticipated ROI for each of these target markets and some research may be 
warranted to further understand the influence that geographic segmentation plays in destination image formation.
Does the strength of negative destination tourist images decrease over time? Findings from this study indicate some 
evidence to this statement. More specifically this study found that as the date of post-Katrina visits to New Orleans 
occurred further away from August 29, 2005 overall tourist destination image improves. This finding has many 
management implications and warrants additional investigation. This learning may, to some small degree, ease 
stakeholders by suggesting that the tourist destination image of New Orleans is improving slightly. However, the 
stakes are too high to wait for tourism activity to just repair itself. More proactive measures are currently underway, 
hence the recent allocation of $28.5 million in recovery effort funds.
This research did reveal some interesting findings although it also revealed some inconclusive findings that 
should be explored in future studies. Furthermore, the response rate was also less then ideal. Some of the outcomes 
of this research can assist stakeholders by documenting concerning salient tourist impressions concerning crime, 
personal safety, and limited infra- and super-structures. Some of the outcomes of this research can assist destination 
managers in correcting negative tourist images. Some of the outcomes of this research can assist researchers because 
it corroborated previous image studies and furthered an understanding regarding the effect that time (distance from 
the event date and negative tourist destination image decay) has on image assessment.