By Eli Avraham, Eran Ketter

Tourism advertising for constructing nations examines media thoughts utilized by locations in Asia, the center East and Africa to conflict stereotypes, damaging photos and crises so that it will allure travelers .

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Additional info for Tourism Marketing for Developing Countries: Battling Stereotypes and Crises in Asia, Africa and the Middle East

Sample text

In order to measure nation branding, Anholt (2005) developed the Nation Brands Index (NBI) which originates from six Marketing and Destination Branding 47 factors that define a country’s competitive identity: export, governance, investment, culture, people and tourism. Passow et al. (2005) identified six dimensions of a nation’s reputation: emotional (likeability, respectfulness and trustworthiness of a country), physical (the attractiveness of the place and its infrastructure), financial (denotes a favorable environment for investors: industrial growth, taxation, safety), leadership (charismatic leadership), culture (socio-cultural diversity, rich history, entertainment activities) and social appeal (membership in the global community and support for good causes).

Another case is the use of generalizations, where a notion about one country is projected to other countries, or even the entire continent; for instance: “In Sierra Leone, as in most countries in Africa, traveling might be dangerous for women on their own”. In examples such as this, many countries get tagged with a negative stereotype extrapolated from one single case. In a quantity study, information on the nature of the media coverage may get lost, information that in some cases is much more meaningful than the number of news items published in a given time period.

The small number of reporters allocated to cover the developing world The decision to allocate reporters to cover a foreign continent, area or country is a major factor in how much coverage that place will receive in the international news media; as we know, wherever there are reporters there is news. After the editorial board’s decision to designate a reporter to a specific place, there is often an attempt to justify this decision by publishing a large share of the stories filed by that reporter (Kariel and Rosenvall, 1978).

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