Responsible tourism as a strategic marketing tool for improving the negative image of South Africa

Richard George

Research output: Contribution to journalArticle

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Abstract

Purpose – The purpose of this article is to examine the effect of a destination positioning itself as a responsible tourist destination to improve its image.

Design/methodology/approach – A review of the literature pertaining to responsible tourism management, crime-risk and destination image.

Findings – This paper observes that responsible tourism policy can help improve the image of destination South Africa.

Practical Implications – This paper provides recommendations for destinations impacted by negative global perception or being seen as a risky area to travel to in the context of crime.

Originality/value – This paper examines the link between responsible tourism management to counter the negative image of crime-risk in South Africa. In general, there is a dearth of research on this association.
Original languageEnglish
Pages (from-to)543-554
Number of pages12
JournalWorldwide Hospitality and Tourism Themes
Volume9
Issue number5
DOIs
Publication statusPublished - 9 Oct 2017

Fingerprint

marketing
crime
tourism
Tourism
offense
tourism policy
tourism management
tourist destination
tourist
travel
positioning
methodology
management
Africa
South Africa
Strategic marketing
Crime
Marketing tools
Values
Destination

Keywords

  • sustainability
  • tourism
  • South Africa
  • responsible tourism
  • destination image

Cite this

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Responsible tourism as a strategic marketing tool for improving the negative image of South Africa. / George, Richard.

In: Worldwide Hospitality and Tourism Themes, Vol. 9, No. 5, 09.10.2017, p. 543-554.

Research output: Contribution to journalArticle

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AB - Purpose – The purpose of this article is to examine the effect of a destination positioning itself as a responsible tourist destination to improve its image.Design/methodology/approach – A review of the literature pertaining to responsible tourism management, crime-risk and destination image.Findings – This paper observes that responsible tourism policy can help improve the image of destination South Africa.Practical Implications – This paper provides recommendations for destinations impacted by negative global perception or being seen as a risky area to travel to in the context of crime.Originality/value – This paper examines the link between responsible tourism management to counter the negative image of crime-risk in South Africa. In general, there is a dearth of research on this association.

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