Recovery strategies and marketing campaigns for global destinations in response to the Covid-19 tourism crisis

The study analyzes which image repair strategies were adopted by officials and marketers around the world to combat the Covid-19 tourism image crisis. We used qualitative content analysis of news reports, videos/ads, social media posts, and recovery campaigns taken from international and tourism news outlets, websites, and YouTube. As a result, we would like to offer a new theoretical framework that divides the image repair strategies into the three phases of a pandemic tourism crisis: pre-lockdown, lockdown and post-lockdown/recovery. The new theoretical framework might be helpful for studies analyzing destinations’ image repair efforts while combating pandemics, as well for practitioners.