How information technology and How information technology and international communications international communications

challengechallenge tourism in a turbulent tourism in a turbulent worldworld

Omar MoufakkirOmar Moufakkir

Professor, Tourism ManagementProfessor, Tourism Management

Lector Tourism4PeaceLector Tourism4PeaceCHN UniversityCHN University

The NetherlandsThe Netherlands

The Good, the Bad, the UglyThe Good, the Bad, the Uglyof ICTof ICT

The reality is that The reality is that for many the for many the

world is opening world is opening up as information up as information

technology technology reduces the reduces the friction of friction of distance distance

(Kelly, 2006) (Kelly, 2006)

The The otherother reality is reality is that for many the that for many the world is world is closing upclosing up

as the as the useuse of of information information

technology technology widens widens the communication the communication

gapgap between between people, among and people, among and

within nations within nations

(Omar)(Omar)

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Origin

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Peaceat

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Media coverage

Home

Perception

Image

Tourism

School

Nation Branding in a Challenging World in Challenging Times

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Advertising:Low exposure

Suicide Bombing & Politics of Repression!

Politics of Repression & Suicide Bombing!

Cultureof

PeaceCulture

of Conflict

Media coverage:Positive low

Negative high

Home:Low & Negative

Stories

Image

Perception

Tourism

School:Low exposure of

PositiveStories

Nation Branding in a Challenging World in Challenging Times

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TV coverage:Positive low

Negative high

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Agenda Setting: Israel and TourismAgenda Setting: Israel and TourismDeterring effect Stereotypical reporting on terror Deterring effect Stereotypical reporting on terror

harms Israel´s economyharms Israel´s economy

Israeli officials complain that the Israeli officials complain that the international press gives the country a international press gives the country a

warlike image by focusing on its warlike image by focusing on its military might and the string of military might and the string of

conflicts with its Arab neighbors. conflicts with its Arab neighbors.

Anju S. Bawa, THE WASHINGTON TIMES, December 5, 2006Anju S. Bawa, THE WASHINGTON TIMES, December 5, 2006

InternetContent

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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!

An Analysis of blogging Content

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 !

InternetContent

ImagePerception Tourism

Culture of Hatred

► mi6QBranchmi6QBranch (4 months ago) (4 months ago) ► Pulllleeeeaaaase. This is the biggest piece of Pulllleeeeaaaase. This is the biggest piece of

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

InternetContent

ImagePerception Tourism

Culture of Hatred

►shmoutsshmouts (5 months ago) (5 months ago) ►the arabs will never get their shit the arabs will never get their shit

togethertogether► asyuraworldasyuraworld (5 months ago) (5 months ago) ► israel became terrorist is because they israel became terrorist is because they

have american dady. have american dady.

InternetContent

ImagePerception Tourism

Culture of Hatred

InternetContent

ImagePerception Tourism

Culture of Hatred

There is a struggle to win hearts and minds

Culture of Hatred Culture of Peace

Winners&

Losers

WE

WE FightWe Earn

USThem

Winners

► TheoTheo Same old story: Same old story:

““killing, killing, killing, killing, killing, nothing but killing, nothing but killing, yesterday, killing, yesterday, today and today and tomorrow!”tomorrow!”

So tell me: why do I So tell me: why do I have to watch the have to watch the news?news?

If they can’t solve If they can’t solve their own shit, who their own shit, who can?can?

The resulting tension/violence will cause more fear

The question has baffled scientists through the ages

REASON!

FAITH!

Translated into a culture of Apathy and even anger

It is a reflection of what may be It is a reflection of what may be seen as a paradigmatic shift in seen as a paradigmatic shift in

international public opinion international public opinion from an acceptance of from an acceptance of

violence as a legitimate means violence as a legitimate means of pursuing national interests of pursuing national interests to a perception that peace is to a perception that peace is

preferable and achievablepreferable and achievable

► According to the Anholt Nation Brands Index - an analytical According to the Anholt Nation Brands Index - an analytical ranking of the world's nations as brands, the survey recently ranking of the world's nations as brands, the survey recently polled 25,903 online consumers from 36 countries in North polled 25,903 online consumers from 36 countries in North America, Europe, Asia and Latin America. America, Europe, Asia and Latin America.

Israel finished dead last in the survey, Israel finished dead last in the survey, behind Estonia, Indonesia and Turkeybehind Estonia, Indonesia and Turkey

Meeting the challenges of Meeting the challenges of Internet/PRInternet/PR

► Us! Thinking Us! Thinking differentlydifferently

► Understanding Understanding influenceinfluence

► ListeningListening► EngagingEngaging► FacilitatingFacilitating► Getting attentionGetting attention

The Balance of Public Relations

as ‘qualitatively’ perceived by Theo & Co

(Hill & Knowlton)(Hill & Knowlton)

PROf

Peace

PROf

Conflict

PROf

Conflict

PROf

Peace

The Balance of Public Relations

that is needed by Theo & Co

Strategy:•Terrorist attacks•Religion

Objective:•Instigate terror

Goal:•Instigate retaliation

Goal:•Gain support of the Muslims

Objective: •Radicalize Muslims

Jihad

Goal: •Return Muslim culture to power and respect

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

JIHAD

IJTIHAD

Jisutsi strategy

Faith strategy

REPRESSION

HOPEIMAGE

IMAGE

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

Israel Embarks on PR Israel Embarks on PR Face-Lift; Hopes to Redo Face-Lift; Hopes to Redo

Image Abroad. Image Abroad. Anju S. Bawa, THE Anju S. Bawa, THE

WASHINGTON TIMES WASHINGTON TIMES December 5, 2006. Page Number: December 5, 2006. Page Number:

A01. A01.

The task of branding Israel must itself be branded

Advertising:•More

•Other than religious sites

•At primetime

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Culture of

Peaceat

Destination

Media coverage:The other +

realities

Home:Successstories

Perception

Image

Tourism

School

Branding of Nations in a Challenging

World in Challenging Times

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IJTIHAD HOPE

Peace is too Peace is too complex to leave it complex to leave it

to reason aloneto reason alone

Peace is too simple not to have it

O, wonder!O, wonder!

How many goodly How many goodly creatures are there creatures are there here!here!

How beauteous How beauteous mankind is! O brave mankind is! O brave new world,new world,

That has such people That has such people in’t!in’t!

THE TEMPEST

V, i. 181

A story to the IsraelisA story to the Israelis

A story to the A story to the PalestiniansPalestinians

A story to the Arabs A story to the Arabs

A story to the MuslimsA story to the Muslims

A story to the JewsA story to the Jews

A story to the ChristiansA story to the Christians

A story to the WorldA story to the World

Shared DreamsShared Dreams

Enough with being right; Enough with being right; let’s be attractivelet’s be attractive

Friedman I. (2006), Jerusalem Report, 27th Friedman I. (2006), Jerusalem Report, 27th November, p. 48November, p. 48

Omar Moufakkir, Tel Aviv, Omar Moufakkir, Tel Aviv,

March 21, 2007March 21, 2007

This is Fontaine Igor

……. Following is my PEACE architectural/piece of art . Following is my PEACE architectural/piece of art dream…. dream….

What is it!?What is it!?