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Concept Definitions
Public relations
Technique that aims to influence the destination’s coverage pat-
terns in the mass media. Public relations professionals try to build a positive image
of the destination among a target audience by spreading positive stories and pre-
venting the publishing of negative articles.
Advertising
By buying space in the media, advertisers send positive mes-
sages about the destination to the target audience. Advertisers can use various
strategies to convey their message and make the destination desirable to target
audiences.
Destination marketing
The attempt to promote a positive image for a destina-
tion among a specific target audience by using techniques such as advertising,
public relations, sale promotion, and direct marketing.
Destination image crisis
Destination images can suffer from one of two kinds
of crises. The first occurs after a sudden negative event like a terrorist attack or an
earthquake; the second is the gradual result of a prolonged period of decline.
Review Questions
1. What factors affect the decision of which strategy to choose when managing a des-
tination crisis image?
2. What is the correct way to manage a destination’s image in general?
3. Which techniques are available in order to build a positive destination image?
4. What are the possible advertising and public relations strategies available in order to
handle a destination image crisis?
5. What factors affect destination image and what are some of the types of images that
exist?
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14
A Comparative Assessment
of Three Southeast Asian
Tourism Recovery Campaigns:
Singapore Roars: Post SARS
2003, Bali Post–the October
12, 2002 Bombing, and WOW
Philippines 2003
David Beirman
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