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

 
2007 Annual International CHRIE Conference & Exposition 
6
MARKETING A TOURISM DESTINATION AFTER A CRISIS: THE CASE OF NEW ORLEANS AFTER 
HURRICANE KATRINA 
Harsha E. Chacko 
University Of New Orleans 
Lester E. Kabacoff School of Hotel, Restaurant, and Tourism Administration 
2000 Lakeshore Drive 
New Orleans, LA. 70148 
USA 
and 
Marianne Hawkins Marcell 
University of New Orleans 
Division of Business and Economic Research 
University of New Orleans 
2000 Lakeshore Drive 
New Orleans, LA. 70148 
USA 
ABSTRACT 
This paper is a case study of the marketing of New Orleans as a tourism destination after the devastating 
effects of Hurricane Katrina in August 2005. It examines the event from a post-disaster marketing viewpoint and 
first outlines the tourism industry in New Orleans before Hurricane Katrina, including visitor profile, destination 
image, and positioning statements. The paper then recounts the effects of the hurricane on the tourism infrastructure. 
The effectiveness of recovery marketing strategies, including the repositioning strategies undertaken by the city’s 
tourism marketing organizations, is examined along with the lessons learned for post disaster destination marketing. 
Key Words:
Tourism destination marketing, crisis marketing, repositioning, Hurricane Katrina