دانلود رایگان مقاله انگلیسی برندینگ کشور و استراتژی بازاریابی کشور برای مبارزه با بحران گردشگری - الزویر 2018

ABSTRACT

Nearly every country is associated with both positive and negative generalizations and stereotypes. Despite the fact that stereotypes can be a serious barrier to the arrival of tourists and investors, comprehensive studies focused on repair strategies chosen by marketers have rarely been conducted to date. Using the “multi-step model for altering place image,” which belongs to the image repair theory, the aim of this study is to examine the strategies that countries around the world have used to deal with negative perceptions and stereotypes. This examination made use of quantitative and qualitative content analysis of seventy ads produced in forty-seven countries, including print ads, TV commercials and YouTube videos. The analysis shows the use of three kinds of strategies by marketers to combat national stereotypes: source (personal testimony, blaming the media), message (expanding a narrow image, use of celebrities) and audience (emphasis on similar values, cultural symbols and geography, changing the target audience).

6. Summary

This manuscript examines which strategies marketers have chosen to combat countries' national stereotypes, negative perceptions and generalizations. The analysis showed three types of strategies to improve countries' images: source, message and audience. To summarize, source strategies: witnessing personal testimony, witnessing firsthand–“come see for yourself” and blaming the media; message strategies: expanding the image, acknowledging the stereotypes, delivering a counter-message, spinning liabilities into assets, ridiculing the stereotypes, using celebrities, promising a great future and softening the hard image; audience strategies: emphasizing similarity and changing the target audience.

While previous studies have been based primarily on qualitative content analysis, this study marks one of the first attempts to combine the use of quantitative and qualitative analysis of ads dealing with national stereotypes. As we have seen, the use of quantitative research can assist us in gaining a broad, comprehensive picture of ways in which the countries deal with challenging images. Quantitative analysis has helped us to better understand the main stereotypes faced by countries, the most popular strategies used to defeat them, and the effects of state characteristics on the strategy chosen. In addition, the study not only used the “multi-step model for altering place image,” but deepened and developed its strategies to several innovative techniques.