(Desti)nation branding and image repair strategies in Mexico University of Antwerp
This study analyses the use of image repair strategies and destination marketing techniques in online touristic promotional materials (Instagram posts) from Mexico, a long-standing pop-ular destination which reputation was damaged by crime-related crises. To gain a positive (desti)nation image and a competitive edge in a globalised world, nations employ (desti)nation branding strategies to differentiate themselves. Crisis communication ...