Journal of Hospitality Application and Research

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Reimaging Conflict Exhibited Destinations (CED) Through Recovery Marketing Strategies


Affiliations
1 Central University of Kashmir, Department of Tourism Studies, Jammu & Kashmir, India
2 Tata Institute of Social Science, Mumbai, Maharashtra, India
     

   Subscribe/Renew Journal


The areas which are meant for the tourist activities across the state or country are called as destinations and the detonations which are subjected to any crisis cause decline in the tourist influx at the destination. Most of the time tourists avoided conflict destinations; political instability and other conflict stuff affect tourism activities, which leads to solemn tourism crisis and less inflow of tourists. This paper argues that political uncertain tourist destinations should incorporate selected marketing/management strategies to protect and rebuild their image to reassure potential visitors for the visit of these destinations. For rebranding these destinations as safe and secure destinations the data was collected from both Primary and secondary sources, which was collected through self-design structured questionnaire administered to Destination Management/Marketing Organisations (DMOs). Data was analysed through regression analysis and factor analysis. The paper recommends that if collaborative marketing with prominent media partners will be adopted it will help the DMOS to rebrand the destination like Kashmir valley as a safe and secure destination, also through the involvement of local community can lead a very positive results in terms of gaining confidence and trust in the minds of tourists which in turn lead the increase in tourist influx.

Keywords

Recovery Marketing, Branding, Collaborative Marketing, Destinations.
Subscription Login to verify subscription
User
Notifications
Font Size


  • îî Ashworth, G., & Kavaratzis M. (2009). Beyond the logo: Brand management for cities. Journal of Brand Management, 16, 520-531.

  • îî Blain, C., Levy, S. E., & Ritchie, J. R. B. (2005). Destination branding: Insights and practices from destination management organizations. Journal of Travel Research, 43(May), 328-338

  • îî Banks, S. (1950). The relationship between preference and purchase of brands. Journal of Marketing, 15(October), 145-157.

  • îî Cai, L. A. (2002). Cooperative branding for rural destinations. Annals of Travel Research, 29(3), 720-742.

  • îî Chauhan, V., & Khanna, S. (2005). Terrorism and tourism in J&K: An empirical study. Tourism Development Journal, 2(1), 102-110.

  • îî Clarke, J. (2000). Tourism brands: An exploratory study of the brands box model. Journal of Vacation Marketing, 6(4), 329-345.

  • îî Dolničar, S. (2004). Beyond “commonsense segmentation”: A systematics of segmentation approaches in tourism. Journal of Travel Research, 42(3), 244-250.

  • îî Dosen, D. O., Vranesevic, T., & Prebezac, D. (1998). The importance of branding in the development of marketing strategy of Croatia as tourist destination. Acta Turistica, 10, 193-182.

  • îî Echtner, C. M., & Ritchie, J. B. (1991). The meaning and measurement of destination image. Journal of Tourism Studies, 2(2), 2-12.

  • îî Gallarza, M. G., Saura, I. G., & Garcı́a, H. C. (2002). Destination image: Towards a conceptual framework. Annals of Tourism Research, 29(1), 56-78.

  • îî Gardner, B. B., & Levy, S. J. (1955). The product and the brand. Harvard Business Review, March-April, 33-39.

  • îî Gnoth, J., Baloglu, S., Ekinci, Y., & Sirakaya-Turk, E. (2007). Introduction: Building destination brands. Tourism Analysis, 12(5/6), 339e343.

  • îî Han, H., & Back, K. J. (2007). Investigating the effects of consumption emotions on customer satisfaction and repeat visit intentions in the lodging industry. Journal of Hospitality Marketing & Management, 15(3), 5-30.

  • îî Hipperson, T. (2010). The changing face of data insight and its relationship to brand marketing. Journal of Database Marketing and Customer Strategy Management, 17(34), 262-266.

  • îî Hanlan, J., & Kelly, S. (2005). Image formation, information sources and an iconic australian tourist destination. Journal of Vacation Marketing, 11(2), 163-178

  • îî Hunt, J. D. (1975). Image as a factor in tourism development. Journal of Travel Research 13(3), 1-7.

  • îî Iordache, C. M., Ciochina, I., & Marin, C. (2014). Brand positioning: Tourism strategy support. Anale. Seria Stiinte Economice. Timisoara, 20, 187.

  • îî Ispas, I., & Saragea, R. A. (2011). Evaluating the image of tourism destinations. The case of the autonomous community of the Canary Islands. Journal of Tourism - Studies and Research in Tourism, 12, 5-12

  • îî Jain, D. (2013). Visitors’ perception of destination image: A case study of J&K Tourism. Prestige International Journal Of Management & It-Sanchayan, 2(1), 91.

  • îî Jesca, C., Kumbirai, M., & Brighton, H. (2014). Destination rebranding paradigm in Zimbabwe: A stakeholder approach. International Journal of Advanced Research in Management and Social Sciences, 3(1), 30-41.

  • îî Kotler, P., & Armstrong, G. (1996). Priciples of marketing. Upper Saddle River, N.J.: Prentice Hall.

  • îî Kotler, P. (1997). Marketing management: Analysis, planning, implementation, and control (9th ed.). Upper Saddle River, NJ: Prentice-Hall, Inc.

  • îî Kotler, P., & Gertner, D. (2004). Country as brand, product and beyond: a place marketing and brand management perspective, in Morgan N, Pritchard A and Pride R. (Eds), Destination branding, Elsevier, Oxford, 40-56.

  • îî Mayo, E. J., & Jarvis, L. P. (1981). The psychology of leisure travel. Boston: CBI.

  • îî Michel, S. (2002). Exploring the service recovery paradox. American Marketing Association Proceedings, Summer, 75-82.

  • îî Morgan, N., & Pritchard, N. (2005). Promoting niche tourism destination brands: Case studies of New Zealand and Wales. Journal of Promotion Management, 12(1), 17-33.

  • îî Morgan, N., Pritchard, A., & Piggott, R. (2002). New Zealand, 100% pure. The creation of a powerful niche destination brand. The Journal of Brand Management, 9(4), 335-354.

  • îî Neumayer, E. (2004). The impact of political violence on tourism dynamic cross-national estimation. Journal of Conflict Resolution, 48(2), 259-281.

  • îî Ndlovu, J., Nyakunu, E., & Heath, E. T. (2009). Branding a destination in a political crisis: Re-learning, re-thinking and re-aligning strategies.

  • îî Oh, H. (2005). Measuring affective reactions to print apparel advertisements: A scale development. Journal of Fashion Marketing and Management, 9(3), 283-305.

  • îî Pike, S. (2002). Destination image analysis: A review of 142 papers from 1973 to 2000. Tourism Management, 23, 541.

  • îî Pike, S. (2007). Destination image literature - 2001 to 2007. Acta Turistica, 19, 107-125.

  • îî Pereboom N (2011) Rethinking destination branding. Retrieved from http://www.crossmint.com/web-2.0-branding-2.0/2011/07/15/ rethinking-destinationbranding (accessed 28 September 2011).

  • îî Pritchard, A., & Morgan, N. (1998). Mood marketing: The new destination branding strategy: A case of Wales the brand. Journal of Vacation Marketing, 4, 215-229.

  • îî Pan, B., & X. Li. (2011). The long tail of destination image and online marketing. Annals of Tourism Research, 38(1), 132-52.

  • îî Qu, H., Kim, L. H., & Im, H. H. (2011). A model of destination branding: Integrating the concepts of the branding and destination image. Tourism Management, 32(3), 465-476.

  • îî Riezebos, R., Riezebos, H. J., Kist, B., & Kootstra, G. (2003). Brand management: A theoretical and practical approach. Pearson Education.

  • îî Sönmez, S. F. (1998). Tourism, terrorism, and political instability. Annals of Tourism Research, 25(2), 416-456.

  • îî Ritchie, J. R. B., & Ritchie, R. J. B. (1998). The branding of tourism destinations: Past achievements and future challenges. In P. Keller (Ed.), Destination marketing: Reports of the 48th AIEST Congress (pp. 89-116). St Gallen, Switzerland: Association Internationale d’Experts Scientifiques du Tourisme.

  • îî Sönmez, S. F., Apostolopoulos, Y., & Tarlow, P. (1999). Tourism in crisis: Managing the effects of terrorism. Journal of Travel Research, 38(1), 13-18.

  • îî Sonnleitner, K. (2011). Destination image and its effects on marketing and branding a tourist destination: A case study about the Austrian National Tourist Office-with a focus on the market Sweden.

  • îî Stepchenkova, S., & Mills, J. E. (2010). Destination image: A meta-analysis of 2000-2007 research. Journal of Hospitality Marketing & Management, 19(6), 575-609.

  • îî Tasci, A. D., & Kozak, M. (2006). Destination brands vs. destination images: Do we know what we mean?. Journal of Vacation Marketing, 12(4), 299-317.

  • îî Urošević, S., & Završnik, B. (n. a). Characteristics branding & brand management in the fashion industry.

  • îî Woodside, A. G., & Wilson, E. J. (1985). Effects of consumer awareness of brand advertising on preference. Journal of Advertising Research, 25(4), 41-48.

  • îî Zahara, I. (2012). Destination image and tourism: A case study of Bangladesh. European Journal of Business and Management, 4(6)


Abstract Views: 289

PDF Views: 0




  • Reimaging Conflict Exhibited Destinations (CED) Through Recovery Marketing Strategies

Abstract Views: 289  |  PDF Views: 0

Authors

Ashaq Hussain Najar
Central University of Kashmir, Department of Tourism Studies, Jammu & Kashmir, India
Gordhan K. Saini
Tata Institute of Social Science, Mumbai, Maharashtra, India

Abstract


The areas which are meant for the tourist activities across the state or country are called as destinations and the detonations which are subjected to any crisis cause decline in the tourist influx at the destination. Most of the time tourists avoided conflict destinations; political instability and other conflict stuff affect tourism activities, which leads to solemn tourism crisis and less inflow of tourists. This paper argues that political uncertain tourist destinations should incorporate selected marketing/management strategies to protect and rebuild their image to reassure potential visitors for the visit of these destinations. For rebranding these destinations as safe and secure destinations the data was collected from both Primary and secondary sources, which was collected through self-design structured questionnaire administered to Destination Management/Marketing Organisations (DMOs). Data was analysed through regression analysis and factor analysis. The paper recommends that if collaborative marketing with prominent media partners will be adopted it will help the DMOS to rebrand the destination like Kashmir valley as a safe and secure destination, also through the involvement of local community can lead a very positive results in terms of gaining confidence and trust in the minds of tourists which in turn lead the increase in tourist influx.

Keywords


Recovery Marketing, Branding, Collaborative Marketing, Destinations.

References