Perspectives on the destination image of Tunisia

Abstract

Purpose

The purpose of this viewpoint paper is to discuss the current situation of tourism in Tunisia after the revolution and to explore new ways to improve its image.

Design/methodology/approach

The paper is based on a literature review of tourism crisis and the current trends in Tunisian tourism.

Findings

The paper observes that a crisis can be a source of opportunity for a destination and that a carefully developed communication plan can improve its image.

Practical implications

The sharp decrease in international tourism flows in Tunisia makes it necessary for the destination to set a new tourism strategy aimed at improving its image among European tour operators and tourists.

Originality/value

This paper considers the extent to which a crisis in destination image affords an opportunity to reconsider its tourism strategy and improve its competitive positioning.

Citation

Selmi, N. and Dornier, R. (2017), "Perspectives on the destination image of Tunisia", Worldwide Hospitality and Tourism Themes, Vol. 9 No. 5, pp. 564-569. https://doi.org/10.1108/WHATT-07-2017-0037