The effectiveness of post-disaster recovery marketing messages: The case of the 2009 Australian bushfires

Walters, Gabrielle and Mair, Judith (2012) The effectiveness of post-disaster recovery marketing messages: The case of the 2009 Australian bushfires. Journal of Travel and Tourism Marketing, 29 1: 87-103. doi:10.1080/10548408.2012.638565

Author Walters, Gabrielle
Mair, Judith
Title The effectiveness of post-disaster recovery marketing messages: The case of the 2009 Australian bushfires
Journal name Journal of Travel and Tourism Marketing   Check publisher's open access policy
ISSN 1054-8408
Publication date 2012-01-01
Sub-type Article (original research)
DOI 10.1080/10548408.2012.638565
Volume 29
Issue 1
Start page 87
End page 103
Total pages 17
Place of publication Philadelphia, PA, United States
Publisher Routledge
Language eng
Formatted abstract
An understanding of how best to communicate with the tourism market in the wake of a disastrous event is essential for destination marketing organizations seeking to manage the misperceptions and media-imposed attitudes held by potential visitors. To date, the literature remains silent in terms of the types of messages destination marketing organizations are best to employ when a disaster has hit and consequently marketers often take an “ad hoc” approach to their post-disaster communications that may or may not be effective in terms of encouraging visitation. In response to this knowledge gap, the research presented in this article adopted an experimental methodology to examine the effectiveness of nine disaster recovery message themes commonly used by destination marketing organizations. The messages were presented to respondents via a print advertisement promoting the Victorian region of Gippsland—a tourism region severely affected by the 2009 Black Saturday Bushfires. The results revealed that a marketing message endorsed by a well-known and well-associated celebrity figure is likely to be most effective in encouraging tourists to return to or visit a disaster-affected destination 12 to 24 months following the event. The findings also revealed a significant relationship between past visitation and the time frame in which visitors will visit a disaster-affected region. Those who had visited the region four times or more were much more likely to return within 6 months of the event than less frequent visitors. A final important message revealed in this study was the fact that the tourism market is not averse to disaster recovery promotional activities, a concern often considered by destination marketers when planning their post-disaster recovery campaigns.
Keyword Recovery marketing
Disaster and crisis
Experimental design
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Faculty of Business, Economics and Law -- Publications
Official 2013 Collection
UQ Business School Publications
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Citation counts: TR Web of Science Citation Count  Cited 15 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 27 times in Scopus Article | Citations
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Created: Fri, 09 Dec 2011, 03:04:26 EST by Jane Malady on behalf of School of Tourism