The current study analyses the media strategies used by Sierra Leone to repair their destination image during and after crisis to attract international tourism. There is an academic study written by Avraham and Ketter (2017) that appears on this topic as well, but focusing on many Sub-Saharan African countries where Sierra Leone is mentioned. Therefore, it was chosen to study this country in more depth, to confirm or disregard Avraham and Ketters (2017) conclusions about this particular country and their media-strategies. The framework used in this research is the multi-step model for altering place image. The study was based on qualitative content analysis of online posts from two sources, which are two Sierra Leonian tourism webpages. The data was located between the years 2015-2017. The study’s conclusion shows that Sierra Leone’s marketers and policy makers used source-focused strategies to handle the crisis, which are (1) disregard for/partial acknowledgement of the crisis, (2) full acknowledgement of the crisis and moderate coping measures, (3) full acknowledgement of the crisis and extreme coping measures and (4) disengagement from the place’s main characteristics.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:umu-149788 |
| Date | January 2018 |
| Creators | Matyas, Alexandra |
| Publisher | Umeå universitet, Kulturgeografi |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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