Introduction: what marketing strategy for destinations with a negative image?

Abstract

Purpose

This introductory paper aims to provide an overview of the significance of the theme issue.

Design/methodology/approach

This paper sheds lights on issues that post-colonial, post-conflict and post-disaster destinations are facing, and more importantly provides strategies to overcome the issues. The solutions are tailored to the particular profile of the destination.

Findings

For post-colonial, post-conflict and post-disaster destinations to enhance their image to potential visitors and to be able to compete equally with established destinations, it is important to provide solutions that are tailor-made to their own situation and circumstances, as one size does not fit all.

Originality/value

The value of this paper is that it re-visits the realities faced by post-colonial, post-conflict and post-disaster destinations while highlighting their potentials and barriers.

Citation

Séraphin, H. and Gowreesunkar, V.G.B. (2017), "Introduction: what marketing strategy for destinations with a negative image?", Worldwide Hospitality and Tourism Themes, Vol. 9 No. 5, pp. 496-503. https://doi.org/10.1108/WHATT-07-2017-0035