Leveraging Rebranding of ‘Unattractive’ Nation Brands to Stimulate Post-Disaster Tourism

Abstract

This paper presents insights on how to rebrand a nation with a negatively viewed brand name and identity caused by disaster, atrocity or political upheaval, to stimulate tourism. Following a review of the literature, the authors conceptualise the notion of negatively viewed nation brand and propose a positioning model for rebranding negatively viewed nation brand identity. The study reveals that nation brand association and identity redeployment in post genocide or natural disaster are critical resources for an effective nation rebranding exercise. The study provides insights on how tourism marketers can successfully leverage nation rebranding to stimulate tourism in the aftermath of a disaster. It proposes a theoretical framework for nation rebranding in post atrocity in emerging markets.

Consuming post-disaster destinations: The case of Sichuan, China

“…For example, following Hurricane Katrina, alongside the promotion of the traditional tourist spaces of New Orleans as being safe, strategic efforts were made to capitalize on 'tourist's desire for the dramatic' (Gotham, 2007, p. 828). However, these studies have mostly taken a theoretical approach, discussing the benefits and challenges in developing a dark tourism product at post-disaster destinations (e.g., Amujo & Otubanjo, 2012). Furthermore, past studies mainly focused on the supply side, providing guidelines and ethical codes for developing dark attractions (e.g., Kelman & Dodds, 2009), or simply describing the actions taken by the tourism industry (e.g., Gotham, 2007;Miller, 2007).…”

An evaluation of power relationships among stakeholders in the tourism industry networks of Agra, India

“…The answers ranged from supplies of tap water, electricity and building materials to the maintenance of roads. The diversity of these specific resources was also noted by Amit and Schoemaker (1993), Amujo and Otubanjo (2012), Cooper et al (2005) and Ritchie and Crouch (2005). At the macro-level, the resources they need to carry out their business include everything at the destination.…”

Dealing with negative symbolism of destinations with difficult heritage: Analysis of Ugandas image

“…Destination brands are therefore the means by which a prospective tourist determines a destinations" potential for satisfaction (Hankinson, 2004). Amujo and Otubanjo (2012) suggest that destinations with difficult heritage who seek to brand or rebrand must do so in a way that draws consumers to dark brands, and that it is imperative to consider a broad suite of values that include social, cultural, historical, geographical, symbolic, environmental and economic aspects in order to fully reflect on what the destination has to offer tourists.…”

“…Ndlovu and Heath (2011) also urge any countries that wish to brand to be aware that political conflict has a negative impact on brands and reiterate that political actors in emerging markets should endeavour to prevent crisis that may impact negatively on their nation"s brand identity and reputation. Amujo and Otubanjo (2012) argue that difficult heritage is a major source of unattractive brand identity since most of this heritage is viewed as human made.…”

“…Amujo and Otubanjo (2012) argue that little attention has been given to branding or rebranding negatively viewed nation brands, which can be described as those perceived by international audiences as being characterized by the absence of distinguishing or marked qualities resulting from large scale death in a war, disaster, torture, incarceration, dictatorial rule, drug peddling, money laundering and other crimes.…”