Destination marketing during and following crises: combating negative images in Asia

The goal of this study is to analyze which strategies Asian officials and marketers have adopted in order to combat stereotypes, negative perceptions, and crises in order to repair destination images and bring back visitors. The study includes qualitative content analyses of news reports, press interviews, and campaigns in order to uncover media policy, strategies, events, and marketing initiatives used since 2008. The conceptual framework used was the “multi-step model for altering place image”, which offers three types of strategies to use in order to repair a destination’s negative image during and after a crisis: source, message, and audience.