Tourism Marketing for Developing Countries Battling Stereotypes and
Tourism Marketing for Developing Countries examines media strategies used by destinations in Asia, the Middle East and Africa to battle stereotypes, negative images and crises in order to attract tourists .
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Tourism Marketing for Developing Countries Battling Stereotypes and Crises in Asia, Africa and the Middle East Eli Avraham University of Haifa, Israel
Eran Ketter Kinneret College on the Sea of Galilee, Israel
© Eli Avraham and Eran Ketter 2016 Softcover reprint of the hardcover 1st edition 2016 978-1-137-34214-0 All rights reserved. No reproduction, copy or transmission of this publication may be made without written permission. No portion of this publication may be reproduced, copied or transmitted save with written permission or in accordance with the provisions of the Copyright, Designs and Patents Act 1988, or under the terms of any licence permitting limited copying issued by the Copyright Licensing Agency, Saffron House, 6-10 Kirby Street, London EC1N 8TS. Any person who does any unauthorized act in relation to this publication may be liable to criminal prosecution and civil claims for damages. The authors have asserted their rights to be identified as the authors of this work in accordance with the Copyright, Designs and Patents Act 1988. First published 2016 by PALGRAVE MACMILLAN Palgrave Macmillan in the UK is an imprint of Macmillan Publishers Limited, registered in England, company number 785998, of Houndmills, Basingstoke, Hampshire RG21 6XS. Palgrave Macmillan in the US is a division of St Martin’s Press LLC, 175 Fifth Avenue, New York, NY 10010. Palgrave Macmillan is the global academic imprint of the above companies and has companies and representatives throughout the world. Palgrave® and Macmillan® are registered trademarks in the United States, the United Kingdom, Europe and other countries.
ISBN 978-1-349-57919-8 ISBN 978-1-137-34215-7 (eBook) DOI 10.1057/9781137342157 This book is printed on paper suitable for recycling and made from fully managed and sustained forest sources. Logging, pulping and manufacturing processes are expected to conform to the environmental regulations of the country of origin. A catalogue record for this book is available from the British Library. Library of Congress Cataloging-in-Publication Data Avraham, Eli. Tourism marketing for developing countries : battling stereotypes and crises in Asia, Africa and the Middle East / Eli Avraham, University of Haifa, Israel, Eran Ketter, University of Haifa, Israel. pages cm Includes bibliographical references and index. 1. Tourism—Marketing. I. Ketter, Eran. II. Title. G155.A1A87 2015 910.68’8—dc23
2015021873
To David & Avishai Avraham E.A. To Ruthi & Micha Ketter E.K.
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Contents List of Figures Acknowledgments Introduction: Tourism Marketing for Developing Countries 1
Perceptions, Stereotypes and Media Image of the Developing World
viii ix 1 9
2
Factors Influencing the Media Image of Developing Countries
25
3
Marketing and Destination Branding
39
4
Tourism Marketing for Destinations with Negative Images
67
5
Marketing Middle East Destinations
83
6
Marketing African Destinations
109
7
Marketing Asian Destinations
133
8
Final Obs
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