Measuring and improving the image of a post-conflict nation: The impact of destination branding

Social Media as a Catalyst for the Enhancement of Destination Image: Evidence from a Mediterranean Destination with Political Conflict

“…"This is particularly the case when trying to reverse a negative image. An accurate assessment of destination image can help a nation design effective positioning strategies to create, correct, or enhance the target travelers' image of place" (as cited in [23] (p. 2)). According to Gunn and Var [61], each destination, including north Cyprus, has its unique image, which is also called the DNA of the destination.…”

“…"A third component, conative, is derived from the evaluation of previous two and describes actions and behaviors in relation to the destination" [23] (p. 2). Some authors have also elaborated "three image-formation agents: induced (overt and covert induced information emanating from destination promoters), autonomous (independently produced re-ports, films, and newspapers) and organic (unrequested and solicited information received from persons mainly through word-of-mouth, or WOM, communication)" (as cited in [66] (p. 2)).…”

“…have removed the boundaries and restrictions on access to the dissemination of information. These platforms have created enormous opportunities for customers and suppliers of goods and services, especially in the tourism sector [23,36,[75][76][77][78][79][80]. Li et al [25] (p. 184) noted that "Trivago and TripAdvisor are some of the popular tourism social media platforms [that] enable hospitality and tourism firms to promote their brand to customers and develop connections with [tourists] beyond the service encounter."…”

“…These gaps have been bridged to some extent; however, further studies are also suggested. For instance, the triangulation of the mixed method through quantitative and qualitative designs can provide better insights into the utility of social media to portray true image (e.g., induced image) [23] of a destination with political deadlock.…”

“…Moreover, the main aim was to explore tourism operators'/destination policymakers' degree of utilization of and effort invested in social media to bypass and mitigate some of the challenges that north Cyprus is facing due to the present political deadlock. Specifically, in relation to the tourism sector, scholars agree that, with enhanced information technology and the popularity of social media, an induced and organic image of a destination can be conveyed to tourists [21][22][23] North Cyprus is endowed with attractive tourism resources and an advantageous location, but its image has been blurred due to an unresolved political impasse.…”