Recovery strategies and marketing campaigns for global destinations in response to the COVID-19 tourism crisis. (Special Issue: Where to from here? COVID 19 and the future of tourism.)

The study analyzes which image repair strategies were adopted by officials and marketers around the world to combat the Covid-19 tourism image crisis. We used qualitative content analysis of news reports, videos/ads, social media posts, and recovery campaigns taken from international and tourism news outlets, websites, and YouTube. As a result, we would like to offer a new theoretical framework that divides the image repair strategies into the three phases of a pandemic tourism crisis: pre-lockdown, lockdown and post-lockdown/recovery. The new theoretical framework might be helpful for studies analyzing destinations' image repair efforts while combating pandemics, as well for practitioners.

From tsunami through terror attacks to Covid-19: crisis communication strategies and recovery campaigns to combat Thailand's tourism crises

Countries dealing with tourism crises use a variety of crisis communication strategies, as found in various studies. Thailand is one of the strongest global tourism brands and tourism remains its dominant industry. In recent decades, it has suffered several crises: natural disasters, terrorist attacks, a pandemic, and internal political tensions. This study analyzes which crisis communication strategies Thai officials adopted to restore Thailand's positive image during tourism crises;in addition, we analyzed how these strategies stem from the country's ideations and cultural values, a subject that was scarcely addressed in previous crisis communication theory.