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Title
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(Desti)nation branding and image repair strategies in Mexico : a qualitative case study of Visit Mexico’s official Instagram posts
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Author
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Abstract
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| This study analyses the use of image repair strategies and destination marketing techniques in online touristic promotional materials (Instagram posts) from Mexico, a long-standing pop-ular destination which reputation was damaged by crime-related crises. To gain a positive (desti)nation image and a competitive edge in a globalised world, nations employ (desti)nation branding strategies to differentiate themselves. Crisis communication techniques, like Benoit’s (1997) Image Restoration Strategies and Coombs’ (2007) Situational Crisis Communication Theory can be used in the case of a negative image. Previous research also developed frameworks aimed at recovery marketing in a context of (desti)nation branding, like Avraham and Ketter’s (2008a) Source-Audience-Message strategies and Walters and Mair’s (2012) Tourism Disaster Recovery Messages. This research investigates image repair strategies used in Mexico’s promotional content, their combinations, and variations in English and Spanish corpora. A qualitative case study of 27 English and 43 Spanish posts in NVivo used grounded theory and iterative coding informed by prior research and our data. Results show strategies from destination branding-related frameworks were found most often. The English corpus emphasised a feeling of proximity with its target audience, while the Spanish-language content showed a wider variety of strategies due to its diversity. These results are useful for researchers and place marketers, highlighting the importance of using relevant strategies and understanding the target audience. Additionally, as a theoretical contribution to this field of study, we propose a new integrated framework for destination branding research. |
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Language
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Spanish
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Source (journal)
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Revista de marketing y publicidad
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Publication
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2024
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DOI
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10.51302/MARKETING.2024.19679
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Volume/pages
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9
(2024)
, p. 107-142
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Full text (Publisher's DOI)
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Full text (open access)
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