A Delphi-Based Analysis for Expert Consensus: Towards Effective Marketing Message Strategies in the Aftermath of Tourism Crises in Egypt

Document Type : Original Article

Authors

1 Tourism Studies Department Faculty of Tourism & Hotels Alexandria University

2 Faculty of Tourism and Hotels - Alexandria University - Egypt

Abstract

The global tourism industry is vulnerable in nature to countless challenges, ranging from natural disasters and pandemics to political unrest and acts of terrorism. This paper provides a perception of the best strategies to communicate with the tourism markets in the aftermath of crises which is critical for tourism destinations that seek to repair their image and reputation. Marketing recovery message strategies are crucial in managing the misperceptions and media-imposed attitudes held within the potential markets. This paper reports the results of a conventional Delphi technique study with tourism experts from both academia and industry. The objective was to identify key types of post-crises destination marketing messages that prove effective in cultivating a positive image of Egypt, a destination vulnerable to crises from 2011 until present. The outcomes of this paper contribute to the existing literature and benefit destination management organizations by outlining key features of message strategies. This information can guide destination marketers in planning effective post-crises recovery campaigns.

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