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Using integrated marketing communications to improve the image of a destination after crisis : a case study from Egypt after the 25th January revolution
Other Title(s)
استخدام الاتصالات التسويقية المتكاملة لتحسين صورة المقصد السياحي بعد الأزمات : دراسة حالة مصر بعد ثورة 25 يناير
Author
Source
Journal of Association of Arab Universities for Tourism and Hospitality
Issue
Vol. 10, Issue 2 (31 Dec. 2013), pp.115-125, 11 p.
Publisher
Suez Canal University Faculty of Tourism and Hotels
Publication Date
2013-12-31
Country of Publication
Egypt
No. of Pages
11
Main Subjects
Economics & Business Administration
Media and Communication
Abstract EN
This paper highlights the Integrated Marketing Communications (IMC) as a valuable strategy Tor improving the image of a destination after crisis.
It identifies how IMC can be used effectively in organizations.
It also provides recommendations in terms of Egypt as a destination with a deteriorated image (after the 25“ January revolution and the following events of political instability).
A case study on "Orascom", a leading tourism organization in Egypt, was adopted to explore its IMC strategy; compare it to the theoretical model; and define its advantages and disadvantages.
Results indicated that Orascom doesn’t recognize the importance of an IMC strategy for image management.
Therefore, no special IMC strategy was adopted to improve the image of Egypt after the 25th January revolution.
Moreover, despite using a number of different though consistent and integrated communication tools to improve Egypt’s image, the limited budgets assigned for such tools as well as the lack in recognizing their importance eliminate the benefits of using them.
In addition to other practical implications, the paper suggests that communications with customers should covcr not only the post-crisis or recovery stage but also the acute stage of the crisis.
American Psychological Association (APA)
Harb, Najla. 2013. Using integrated marketing communications to improve the image of a destination after crisis : a case study from Egypt after the 25th January revolution. Journal of Association of Arab Universities for Tourism and Hospitality،Vol. 10, no. 2, pp.115-125.
https://search.emarefa.net/detail/BIM-828947
Modern Language Association (MLA)
Harb, Najla. Using integrated marketing communications to improve the image of a destination after crisis : a case study from Egypt after the 25th January revolution. Journal of Association of Arab Universities for Tourism and Hospitality Vol. 10, no. 2 (Dec. 2013), pp.115-125.
https://search.emarefa.net/detail/BIM-828947
American Medical Association (AMA)
Harb, Najla. Using integrated marketing communications to improve the image of a destination after crisis : a case study from Egypt after the 25th January revolution. Journal of Association of Arab Universities for Tourism and Hospitality. 2013. Vol. 10, no. 2, pp.115-125.
https://search.emarefa.net/detail/BIM-828947
Data Type
Journal Articles
Language
English
Notes
Includes bibliographical references : p. 124-125
Record ID
BIM-828947