Travel Reference
In-Depth Information
interest tours to disaster-affected areas. Biologists, for example, might be interested to see the
re-growth and recovery of a burnt out forest, architects and town planners to see the results of
an earthquake. However, these are likely to be small-scale and short term options, and research
has not yet fully engaged with the evaluation of such strategies.
The following case study provides some insight into the effectiveness of these post-disaster
marketing messages, the tourists' attitudes towards post-disaster marketing communications and
the timeframe in which tourists are likely to return.
Case study 2: How and when to market a post-disaster destination: the case
of Gippsland, Victoria
A study by Walters and Mair (2012) tested the effectiveness of the nine post-disaster marketing
messages in encouraging visitation to a disaster-affected destination. Using Gippsland, Victoria,
and the 2009 Black Saturday Bushfi res as the context, the study employed an experimental
design to test the effectiveness of nine mock print advertisements (see
Table 34.2
).
The messages
in these advertisements were designed by the authors for demonstrative purposes in consultation
with a DMO from the region of Gippsland, one of severalVictorian regions to be affected by the
Black Saturday Bushfi res in 2009.
The study's results indicated strong support for the use of celebrity endorsement to persuade
tourists to visit a disaster-affected region. The authors stress, however, that it is important that
the chosen celebrity is recognized by the target market as having some affi liation with the
Table 34.2
Common disaster recovery marketing messages
Ad number
Theme
Message
1
Open and ready
for business
Gippsland, open and ready for business - come, be inspired!
2
Solidarity/
empathy
Gippsland needs you now more than ever, come and visit, support
our tourism industry and let us inspire you.
3
Community
readiness
Gippsland, ready to inspire you. . .
. . . we wouldn't invite you if we weren't ready.
4
Restoring
confidence and
changing
misperceptions
Gippsland, still going strong.
Less than 5% of Gippsland was affected by the Victorian bushfires.
In fact, some of our most inspiring national parks and destinations
remain untouched. All our roads are open and for 99% of our
operators it's business as usual.
5
Curiosity
enhancement
Gippsland, come and see for yourself . . .
Gippsland's stunning natural attractions are regenerating faster than
ever. Visit now and be inspired by the fascinating landscape mosaic
of fire-recovery mixed with the usual Gippsland splendour . . . don't
miss this opportunity to experience the resilience of nature.
6
Short term
discounts/price
reductions
Gippsland is on sale!
Visit our website now to take advantage of our special promotional
offers and save up to 50% on accommodation, attractions and food
and wine produce. Find a variety of inspiring packages starting from
just $200 per couple.
