How information technology and international communications challenge tourism in a turbulent world

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How information technology and international
communications challenge tourism in a turbulent
world

• Omar Moufakkir
• Professor, Tourism Management
• Lector Tourism4Peace
• CHN University
• The Netherlands

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The Good, the Bad, the Uglyof ICT

• The other reality is that for many the world is
  closing up as the use of information technology
  widens the communication gap between people,
  among and within nations
• (Omar)

• The reality is that for many the world is opening
  up as information technology reduces the friction
  of distance
• (Kelly, 2006)

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Advertising
Perception
Home
Investment
Culture of Peace at Origin
Culture of Peace at Destination
Tourism
COMMUNICATION
Image
Arrivals
School
Media coverage
Nation Branding in a Challenging World in
Challenging Times
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Advertising Low exposure
Image
Home Low Negative Stories
Investment
Culture of Peace
Culture of Conflict
Tourism
COMMUNICATION
Perception
Arrivals
School Low exposure of Positive Stories
Media coverage Positive low Negative high
you name it!
Bottom-line
Suicide Bombing Politics of Repression! Politics
of Repression Suicide Bombing!
Nation Branding in a Challenging World in
Challenging Times
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COMMUNICATION
TV coverage Positive low Negative high
Image
Perception
Tourism
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Agenda Setting Israel and TourismDeterring
effect Stereotypical reporting on terror harms
Israels economy
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• Israeli officials complain that the international
  press gives the country a warlike image by
  focusing on its military might and the string of
  conflicts with its Arab neighbors.
• Anju S. Bawa, THE WASHINGTON TIMES, December 5,
  2006

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Internet Content
COMMUNICATION
Image
Perception
Tourism
An Analysis of blogging Content
Suicide Bombing Politics of Repression Politics
of Repression Suicide Bombing
shady220 (5 months ago) jews are supposed to be
living in exile from god so they should not have
a state AIPACBARF (3 weeks ago) Israel is a
disgrace to Jews world-wide. It would be a
blessing to see them go... kaparaalhaismuk (3
weeks ago) Arab apartheid forever, no
jews/christians allowed to immigrate to arab
countries ever. Arab apartheid forever!
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Internet Content
Culture of Hatred
Image
Perception
Tourism
AxelofBavaria (3 months ago) I never understood
why Israel bothers to use bulldozers, when they
could use bombs instead. Bombs dropped from a
plane and artillery shells are way faster
cheaper safer ( for the Israelis - no
bulldozer driver and crew to be endangered in a
terrorist-infested place ) and last but not
least Much more fun ! So pleaaase, Israel
Don't bulldoze any more terrorists' homes !
Blow them up instead !
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Internet Content
Culture of Hatred
Image
Perception
Tourism

• mi6QBranch (4 months ago)
• Pulllleeeeaaaase. This is the biggest piece of
  propoganda for the terrorist's there is. Israel
  just want's to be left in Peace. Tell the lazy
  Palestinians to get their act together and build
  a country instead of looking to place blame on
  their plight act. They bring it on them selves.
  If they got their act together and joined
  civilization, they might even get a hand from
  Israel in rebuilding their country. But don't
  feed us this horseshit.

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Internet Content
Culture of Hatred
Image
Perception
Tourism

• shmouts (5 months ago)
• the arabs will never get their shit together
• asyuraworld (5 months ago)
• israel became terrorist is because they have
  american dady.

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Internet Content
Culture of Hatred
Image
Perception
Tourism
WE
US Them
We Earn
Culture of Peace
Culture of Hatred
WE Fight
Winners
Winners Losers
There is a struggle to win hearts and minds
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The question has baffled scientists through the
ages

• Theo
• Same old story killing, killing, killing,
  nothing but killing, yesterday, today and
  tomorrow!
• So tell me why do I have to watch the news?
• If they cant solve their own shit, who can?

REASON!
FAITH!
The resulting tension/violence will cause more
fear
Translated into a culture of Apathy and even anger
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• It is a reflection of what may be seen as a
  paradigmatic shift in international public
  opinion from an acceptance of violence as a
  legitimate means of pursuing national interests
  to a perception that peace is preferable and
  achievable
• According to the Anholt Nation Brands Index - an
  analytical ranking of the world's nations as
  brands, the survey recently polled 25,903 online
  consumers from 36 countries in North America,
  Europe, Asia and Latin America.
• Israel finished dead last in the survey, behind
  Estonia, Indonesia and Turkey

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Meeting the challenges of Internet/PR

• Us! Thinking differently
• Understanding influence
• Listening
• Engaging
• Facilitating
• Getting attention

PR Of Conflict
PR Of Peace
(Hill Knowlton)
PR Of Peace
The Balance of Public Relations that is needed by
Theo Co
The Balance of Public Relations as
qualitatively perceived by Theo Co
PR Of Conflict
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Jisutsi strategy
JIHAD

• Strategy
• Terrorist attacks
• Religion

• Objective
• Instigate terror

• Goal
• Instigate retaliation

• Objective
• Radicalize Muslims
• Jihad

• Goal
• Return Muslim culture to power and respect

• Goal
• Gain support of the Muslims

Faith strategy
IJTIHAD

• Strategy
• Science
• Religion

• Objective
• Re-create a culture of peace

• Goal
• Understanding and respect

• Goal
• Re-gain support of the Muslims

• Objective
• Re-build hope
• Ijtihad

Goal Re-turn Muslim culture to power and
respect
Reclamation of Islam A religion of Hard Work A
religion of Science A religion of Peace
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REPRESSION
The task of branding Israel must itself be branded
IMAGE
HOPE
IMAGE
Israel Embarks on PR Face-Lift Hopes to Redo
Image Abroad. Anju S. Bawa, THE WASHINGTON TIMES
December 5, 2006. Page Number A01.

• Mrs. Livni told the Tel Aviv gathering that she
  would like to project a more inviting image of
  the Jewish state.

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Perception

• Advertising
• More
• Other than religious
• sites
• At primetime

Home Success stories
Investment
Culture of Peace at Origin
Culture of Peace at Destination
Tourism
COMMUNICATION
Image
Arrivals
School
Media coverage The other realities
Branding of Nations in a Challenging World in
Challenging Times
IJTIHAD
HOPE
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Peace is too complex to leave it to reason alone
Peace is too simple not to have it
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Shared Dreams
A story to the Israelis A story to the
Palestinians A story to the Arabs A story to the
Muslims A story to the Jews A story to the
Christians

• O, wonder!
• How many goodly creatures are there here!
• How beauteous mankind is! O brave new world,
• That has such people int!

THE TEMPEST
A story to the World
V, i. 181
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Enough with being right lets be
attractiveFriedman I. (2006), Jerusalem Report,
27th November, p. 48
Omar Moufakkir, Tel Aviv, March 21, 2007
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This is Fontaine Igor
. Following is my PEACE architectural/piece of
art dream. What is it!?