Leveraging Rebranding of ‘Unattractive’ Nation Brands to Stimulate Post-Disaster Tourism

Abstract

This paper presents insights on how to rebrand a nation with a negatively viewed brand name and identity caused by disaster, atrocity or political upheaval, to stimulate tourism. Following a review of the literature, the authors conceptualise the notion of negatively viewed nation brand and propose a positioning model for rebranding negatively viewed nation brand identity. The study reveals that nation brand association and identity redeployment in post genocide or natural disaster are critical resources for an effective nation rebranding exercise. The study provides insights on how tourism marketers can successfully leverage nation rebranding to stimulate tourism in the aftermath of a disaster. It proposes a theoretical framework for nation rebranding in post atrocity in emerging markets.