Travel Reference
In-Depth Information
the Australian visitor market. The prospect of accessing a cheaper holiday as a result of the
disaster was also found to be unlikely to motivate the tourist.
Marketing implications
Based on the results, the following recommendations were put forward.
Given that access is clearly a consideration, DMOs and those responsible for the dissemination
of disaster related information were advised to avoid 'regionalizing' the affected areas and to
refer to each specifi c affected area individually when communicating to a national audience.
Tourists' awareness of those areas not affected by the fl oods would enable them to consider
alternative Queensland destinations, should they need to re-evaluate their current travel plans.
DMOs were also advised to work closely with the media and other organizations likely to
relay disaster related information to ensure tourists are adequately informed about the safety
status of the destination. Honest and factual information from a trusted source appeared to be
essential to the eradication of unnecessary fears and other negative perceptions resulting from
sensationalized media coverage.
Those responsible for the management of the State's natural resources, i.e. beaches and
national parks, should also take steps to ensure that regular information regarding their safety
and accessibility is available to the interstate tourism market. One of the main reasons interstate
visitors chose not to visit Queensland at the time of or immediately after the fl oods was their
expectation of bad weather. In the case of fl ood activity, it seems logical to assume that it is
accompanied by consistent rainfall, when in fact this was not the case in Queensland. To counter
these perceptions, the research suggested that regular updates should also be provided regarding
the weather conditions - particularly if they are favourable.
Since the two primary motivations of those willing to visit Queensland at the time of fl oods
were fi rstly their desire to assist the tourism industry to recover, and secondly their sympathy for
Queensland people, it was recommended that DMOs employ empathetic themes when
compiling their advertising messages, themes that are likely to tap into this psychological
disposition of wanting to help. Media should also be encouraged to present a more balanced
approach to their coverage of the event, with emphasis on the 'good news' stories that are based
on the community spirit and camaraderie that have developed as a result of the disaster.
The role of marketing post-disaster
Clearly, fi rst thoughts and actions after a disaster are directed towards the immediate recovery
efforts - rescuing people, assessing damage, stabilizing buildings and infrastructure, and caring for
those injured and displaced. During this time, communication generally takes place between the
relevant authorities, the victims of the disaster and the media (Henderson 2003). However, once
the dust has settled, so to speak, it is not long before governments and agencies begin to consider
how to help the affected area recover economically. Tourism is often seen as a good way to boost
the economic recovery efforts, and as Carslen and Hughes (2008) point out, an operator's fi rst
concern is to restore visitor numbers to normal. This can be problematic on a number of levels.
In the fi rst place, the disaster may have destroyed or badly affected existing basic infrastructure
such as roads, communications and power supplies. Further, the disaster may have reduced the
destination's capacity to cater for visitors. Hotels, shops and restaurants may be damaged or
limited in their operations (Sanders
et al
. 2008). Finally, it is likely that the disaster would have
had some impact on the tourism product itself - beaches, scenery, attractions and activities
(Cioccio and Michael 2007). Nonetheless, the role of marketing communications in restoring
