Nazi’s past and Destination Image: The case of Linz, Austria

Iordanova, Elitza (2021) Nazi’s past and Destination Image: The case of Linz, Austria. In: Tourism Marketing in Western Europe. CABI. (In Press)

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Establishing a place as a competitive and attractive tourist destination on the already overcrowded tourism market is a challenging task on its own but paired with difficult heritage makes it a substantial obstacle for any Destination Management Organisation (DMO). The destination investigated in this research is Linz, Austria and has an identity deeply rooted in the Nazi’s view of the world. The town’s local authorities and destination marketers have been attempting for many years to distance themselves from the Nazi’s history by highlighting their traditionally humanist cultural values and focusing on rebranding Linz as a town of contemporary art and culture. This research reveals that recent campaigns have been fruitful and established Linz as a destination with an image dominated by contemporary art and culture in the minds of International visitors, but Austrian visitors still have some level of prejudice in regard to Linz’s difficult heritage and associate it more than the Internationals with its dark past.
The key findings of this study have implications for marketers, tourist destination planners and local authorities of relatively new destinations with difficult heritage (crime, war, dark history, natural disasters) competing for the same target market with destinations with stronger, more positive images.

Item Type: Book Section
Subjects: Hospitality and tourism > Tourism > Tourism management
Depositing User: Elitza Iordanova
Date Deposited: 09 Mar 2021 12:22
Last Modified: 28 Aug 2021 07:15

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