1.Reputation Management Thai Tourism Planning for the future
Presentedby Dr David Beirman May 19, 2011. Mapping the Future Bangkok Thailand.

2. Theme 1. Defining Reputation and perception in a Tourism Context
A component of social identity. Socially based.
Reputation is defined by significant others.
A fundamental instrument of social order.
In tourism, your market will determine both your perceptual image in the market and reputation (which in most instances means your standing)
Critical to reputation management is the ability to understand how significant stakeholders and prospective customers regard you in relation to your competitors.
Consistent Delivery on promises and claims.
3. Thailands Tourism Image as the Thai Tourism industry and TAT would like to see it
4. 2011
5. Theme 1. The Importance of Perception in Defining Business and Destination Reputation
Perception and reputationis
frequently more influential
than the facts. Global Examples:
SARS in 2003 and Swine Flu 2009/11.
Political unrest in Egypt 2011.
The impact of earthquake, tsunami &
Nuclear fallout following the 2011 tsunami on
destination Japan.
Unrest in the Middle East and its impact on
tourism
The current economic recession.
Depicting a modest tourism downturn
as a crisis.
If it bleeds it leads Tabloid News editors.
6. Key Concepts in Perception Analysis
7. Governors of Tourism Perception
News media in all forms.
Web and blog sites.
Lifestyle and travel Media incl.
guidebooks.
Trade press.
Government travel advisories.
Cruise ship operators
Airlines.
Word of mouth and family opinions.
Major tour wholesalers.
Travel agency chains.
8. Key Stakeholders in Shaping of Thailands Tourism reputation
Airlines servicing Thailand.
Foreign Tour Operators which include Thai product.
Travel agents in key source market countries
Internet booking sites.
Travel Insurance providers in source markets.
Foreign Diplomatic legations in Thailand (travel advisories)
Media both news and tourism orientated publications, Electronic media, travel editors and journalists.
Regional Tourism Associations including PATA, ASEAN Tourism and APEC
9. Theme 2. Understanding What makes a Destination Competitive
J Brent Ritchie and Geoffrey Crouch in their seminal work, The Competitive Destination (2003) CABI PublishingUK/USAprovideextensive coverage of the qualities which make for a competitive destination and by inference a destination which will enjoy a good reputation.
10. 11. DCI
EP
VS
S
MA
The DCI Model (Destination Competitive Index). Key to ongoing Reputation MeasurementRitchie and Crouch (2003)
Index
CoreIndicator
Criteria
12. The DCI Model
Indicator 1: Economic Performance
Criteria:
24 out of 163 total index criteria
20 quantitative and 4 qualitative criteria
Some Criteria Examples:
Total visitor expenditures (secondary data)
Ratio of travel/tourism employee compensation to overall employee compensation (secondary data)
Ease of starting a tourism-related business (expert opinion)
Travel and tourism GDP/overall GDP (secondary data)
13. The DCI Model
Indicator 2:Sustainability
Criteria:
60 out of 163 total index criteria
7 quantitative and 53 qualitative criteria
Some Criteria Examples:
Preservation of natural capital (expert opinion)
Maintenance of ecological integrity (expert opinion)
Resident access to tourism infrastructure (resident survey)
Level of political support in facilitating tourism efforts(expert opinion)
Taxes generated from tourism expenditures (secondary data)
Visitor perception of destination having reached its tourism carrying capacity (visitor survey)
14. The DCI Model
Indicator 3: Visitor Satisfaction
Criteria:
32 out of 163 total index criteria
2 quantitative and 30 qualitative criteria
Some Criteria Examples:
Perceived richness of destination culture and history(visitor survey)
Satisfaction with overall destination quality of service(visitor survey)
Level of repeat visitation (secondary data)
Perception of resident hospitality (visitor survey)
Quality of the destination experience (visitor survey)
15. The DCI Model
Indicator 4: Management Action
Criteria:
47 out of 163 total index criteria
10 quantitative and 37 qualitative criteria
Some Criteria Examples:
Satisfaction with destination management (DM) action in dealing with competitive pressures(expert opinion)
Quality of involvement in human resource development programming and support(expert opinion)
Satisfaction with destination materials to help with trip planning (visitor survey)
Number of quality special events (secondary data)
Average visa fees per visitor (secondary data)
16. Steps to Destination success
17. Theme 3.Working With The Media both Trade and Consumer to Build or Restore Business or Destination Reputation.
1. Business to BusinessMedia is a valuable ally if you treat it with respect and not just as a mouthpiece. Paying for positive advertising does not guarantee your destination or businesspositive editorial.
2 Business to consumer media involves overcoming inate skepticism. You need to earn trust and support not try to either buy it or assume it. A professional journalist has a highly tuned bullshit antennae.
18. What Makes News According to Rupert Murdoch ? Interview June 20, 1987
Crisis
Conflict
Crime
Corruption
Catharthis
Conquest
Cataclysm
Scandal
Rescue
Triumph over adversity
Sporting Triumph
19. COMMON ASSUMPTIONS TO OVERCOME
The media is only interested in bad news.
The media is an adversary.
The media is not interested in covering solutions and recovery stories.
The media exaggerates problems.
20. Tourism in the Media
PRINT
Daily newspapers
Local, weeklies
Travel Specific magazines
Lifestyle magazines.
Billboards and posters
ELECTRONIC
Websites
E publications
Blogs
Social networks Facebook & Twitter
TV Travel and Lifestyle shows (Getaway)
TV and radio news.
Radio
AV ads and displays.
21. Correcting Potentially Negative Assumptions
Many in the media want to support tourism as tourism advertising supports the media.
The media will publish or broadcast your side of the story if you are prepared to give it.
Well presented good news is as marketable as bad news.
The media can be an ally if its treated accordingly.
Travel writers and travel trade press have natural affinity towards the promotion of tourism.
22. How can we best work with the Media to get our story across ?
Develop and nurture contacts.BUILD TRUST.
Ensure there are an active media spokespeople for all key source markets who are fluent and articulate in the relevant language.
Ensure that person is readily contactable 24/7/365.
Ensure there is a coherent, consistent and credible media line on all tourism matters, especially crisis related matters.
Prepare factual answers to questions.
Ensure the organization understands and is consistently keeping to the organizations policy line.
TIMING YOUR MESSAGE IS CRITICAL
23. The Core Elements of Reputation ManagementFor Destinations and Tourism Companies
HONESTY
CONSISTENCY
RELIABILITY
TRANPARENCY
CLEAR EVIDENCE TO BACK CLAIMS
SUPPORT OF STAKEHOLDERS
TESTIMONIALS FROM RESPECTED PEOPLE FROMKEY SOURCE MARKETS
24. The Ingredients of an Effective Tourism Recovery Media Campaign
Consumer and trade media targeted simultaneously.
Advertisements alone do not make a media campaign. A good media campaign has to be news and articles and eyewitness accounts from credible source to the target audience..
An effective media campaign is proactive.
A media campaign has to be appealing and relevant to its target audience.
The campaign has to be multi-media in scope.
25. The Essential Tools of Good Media Relations
A readily contactable media spokeperson.
An up to date an accurate web site.
Ready access to the facts.
Make their job easy by providing well prepared media releases and credible contacts for interviews.
Enable the media to see the situation first hand.
Honesty.
26. Correcting Negative Reports
Attack the content, not the journalist.
Ensure your facts are correct and verifiable.
Offer the reporter the opportunity to see
for him/herself.
Quote from or provide access to credible sources who can verify your side of the story.
27. Set the News Agenda
Responsive PR places you in the defensive.
Where possible initiate positive coverage.
Spread the news of positive developments.
On identifying supportive reporters offer
exclusives or preferential notice of a breaking story. Journalists love exclusives.
28. WEB SITE INCLUSIONS
Security advice for intending visitors. South Africa has used this strategy with great success
Anticipate negative perceptions and address them
Hot tips for a safe and enjoyable visit.
Unique experiences in Thailand. A welcome from famous Citizens.
Testimonials from celebrity visitors relevant to the source market.
Thematic Tourism.
29. Targeting the Media for NewTourism initiatives
Pick a niche market with potential for growth.
Lifestyle TV programs have global audiences.
Choose the socio-economic group you wish to target.
Travmedia service specialises in articles for travel journalists globally.
Tourist organisations should be cautious in offering assistance to current affairs programs
Hosting a Good Morning America/ Australia/ New Zealand or similar program in your source market country is viable and gives excellent coverage for several days.
The 2010-11 Oprah in Australia Campaign has proven to be an effective marketing campaign for Tourism Australia.
30. Which Countrys Tourism Industry is getting media management Right ?
South Africa:
Excellent leverage from 2010 World Cup.
Promotes a diversity of attractive tourism images.
Has positioned a high national crime rate from a potential crisis to an avoidable hazard.
Is proactive in engagement of consumer and trade media
Invites carefully targeted travel professionals and media for familiarization trips.
Excellent inter-sectoral relations between SATOUR and other South African tourism stakeholders.
31. Theme 4. Travel Advisories and Destination Reputation.
Understanding the basics of Diplomacy is vital for destination tourism professionals.
Demanding a countrys government tone down a travel advisory because you dont like it never works because you are calling on a government to publicly lose face with its citizens.
Changing negative travel advisories involves a negotiation process in which you need the support of advocates in the source market.
The Australian model which follows will be helpful.
32. Travel Advisories Become an Issue of Diplomatic Conflict
Following the Bali Bombing of 12 October 2002 Many Western governments issued negative travel advisories applying to Indonesia, and other SE Asian countries including Singapore, Malaysia Philippines and Thailand.
Fears of Al Qaida related terrorism in many parts of SE Asia.
33. DFATs Approach to Advisories Post September 11 and Bali Bombings 2002
Primary concern the protection of Australian citizens abroad.
Political concerns that media judged failureto predict Bali required a cautious approach.
Heightened review of travel advisories
and procedures.
Australian advisories should never beinfluenced by overt foreign pressure.
34. The Problems of Resolving Disputes through conflict
Australia and other Western governments cantbe seen to lose face by being perceived to change travel advisories in the face of foreign diplomatic pressure tactics.
Strident approach to Western advisories by SE Asian and SW Pacific nations is a barrier to review of advisories rather than a facilitator.
Thai Tourism Officials should build up contacts with the diplomatic legations of all key source market countries.
35. TheAustralian Travel Industry Developed a Role in Advisories
After 2002 the Australian Travel industry was increasingly critical of travel advisories and their formulation.
Travel industry sought a say.
Governments suspicious of travelindustry motives. Profit before safety. INCORRECT
PATA,UN World Tourism Organization and tourism industry leaders sought a more active role in influencing travel advisories from all tourism generating countries.
36. The Australian Charter for Safe Travel Model for a Cooperative Approach between Tourism Industry and Government
Jan 2003 ANTOR sets up meeting between DFAT and travel industry leaders.
AFTAs Mike Hatton establishes a committee of Australian Travel Industry leaders to negotiate with DFAT an agreement under the banner of the Charter for Safe Travel
The government seeks industry dissemination of travel advisories.
The Industry seeks a say in their content.
37. Charter for Safe Travel Signed in Sydney June 11, 2003.
Industry agrees to disseminate advisories.
Australian Government agrees to enhance
consultation with industry through the Smartraveller Advisory Group which involves representatives from all key outbound travel companies and associations. Regualar meetings with DFAT
DFAT makes itself available to discuss advisories with travel agents through travel industry seminars and consumer travel expos.
38. 39. An International Example of the Cooperative Tourism Approach to Travel Advisories- Kenya 2003-4
In April 2003 UK, USA and Germany imposed negative travel advisories on Kenya based on a perceived threat of terrorist attack.
May 2003 Kenyan Tourism leaders met with diplomats in closed meeting to negotiate what measures were required to overcome the advisories.
By July 2003 UK and USA lifted negative advisories based on Kenyan actions. US and Australia took much longer.
By adopting consultation rather than confrontation, Kenyas tourism industry recovered with one year.
40. Global Approaches to Travel Advisories
Tourism Concern, UNWTO, PATA advocate a global approach towards ensuring that travel advisories are:
Truthful.
Specific to the problem area as opposed to a blanket assessment of a nation.
Reflect changing conditions (timely).
Avoid targeting bias against developing countries.
Graded in accordance to an agreed level of threat to travellers.
The last of this list is totally unrealistic for reasons Ill explain.
41. Current Situation 2011
Australia the first country with an industry/ government agreement.
Britishindustry signedan agreement in 2004.
Canada signed an agreement in 2005.
In 2011 only these three countries have govt/travel industry agreements on travel advisories. More should do the same.
Understanding that circumstances for
travel generating countries are different.
Disputes - tourism generating countries and tourism receiving countries require diplomatic rather than a confrontational solutions.
42. Theme 5. Avoiding Tourisms Most Common Post Negative Event Recovery Trap
Incentive based recovery
should be financially sustainable.
Focus on value adding rather
than discounts.
Avoid the financial striptease of
dropping your prices and
exposing your bottom line.
Once a business strips
prices. consumers will resist
attempts to get dressed again.
Price is a measure of how tourism
businesses value their own reputation.
43. Thank you
Dr David Beirman
Senior Lecturer Tourism University of Technology-Sydney. David.beirman-2@uts.edu.au
Founder (2000) and National Secretary Eastern Mediterranean Tourism Association. www.emta.org.au
Member: Smartraveller Advisory Group to the Australian Department of Foreign Affairs and Trade.