Title: Online tourism marketing for Sub-Saharan African countries: battling stereotypes of high risk, hostility and underdevelopment

Authors: Eran Ketter, Eli Avraham

Addresses: Department of Communication, University of Haifa, Mt. Carmel, Haifa 31905, Israel. ' Department of Communication, University of Haifa, Mt. Carmel, Haifa 31905, Israel

Abstract: Attracting international tourism to Sub-Saharan Africa (SSA) is a key tool for social and economic development. However, SSA countries must first battle negative stereotypes and improve their national image. This study examines the use of media strategies for altering place image on the official tourism websites of SSA countries. The results indicate that official tourism websites use eight types of media strategies, grouped by four place characteristics. The study|s discussion elaborates on the relation between place characteristics and the choice of media strategies, and proposes a framework for the use of online media strategies in place marketing.

Keywords: marketing places; media strategies; tourism marketing; Africa tourism; online marketing; nation branding; place image alteration; online marketing; internet marketing; e-marketing; electronic marketing; Sub-Saharan Africa; negative stereotypes; high risk; hostility; underdevelopment; national images; tourism websites.

DOI: 10.1504/IJTP.2010.040391

International Journal of Tourism Policy, 2010 Vol.3 No.4, pp.318 - 331

Published online: 25 May 2011 *

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