Website Analysis: Brand Africa

Jeroen Wijk, Frank M. Go and Robert Govers

Chapter Chapter 15 in International Place Branding Yearbook 2010, 2010, pp 156-171 from Palgrave Macmillan

Abstract: Abstract Tourism represents a promising service sector that could significantly support the development of African economies. African governments targeting foreign tourists are firmly supported by international organizations. The United Nations, for example, has identified the tourist sector as a means in the “war on poverty” and will contribute towards achieving the Millennium Development Goals by 2015 (UNWTO 2005). A major barrier, however, is Africa’s troublesome image. Africa has in fact two dominant images in the outside world. In the western mass media, the continent is overwhelmingly associated with corruption, violent conflicts, hunger and disease. These media glimpses led The Economist (13–19 May 2000) to conclude that Africa is a “hopeless continent”.

Keywords: Tourism Destination; Stereotypical Image; Destination Image; Place Brand; South African Tourism (search for similar items in EconPapers)
Date: 2010
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DOI: 10.1057/9780230298095_15

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