ABSTRACT
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.
Disclosure statement
No potential conflict of interest was reported by the author(s).