Online tourism marketing for Sub-Saharan African countries: battling stereotypes of high risk, hostility and underdevelopment

Abstract

Attracting international tourism to Sub-Saharan Africa (SSA) is a key tool for social and economic development. However, SSA countries must first battle negative stereotypes and improve their national image. This study examines the use of media strategies for altering place image on the official tourism websites of SSA countries. The results indicate that official tourism websites use eight types of media strategies, grouped by four place characteristics. The study's discussion elaborates on the relation between place characteristics and the choice of media strategies, and proposes a framework for the use of online media strategies in place marketing.