Preventive marketing for crisis communications in tourism: Management strategies in the USA and Spain

Using chaos theory as a point of departure, this comparative study of systematic samples of public relations, communication and marketing directors of tourism organisations in both the USA and Spain identifies the types and the number of crises that these organisations experienced from 1992 to 1994. It also rates the extent to which those practitioners said they used a number of crisis management strategies to minimise, contain or possibly to prevent the negative effects of crises. It identifies the memberships of crisis management teams. Further, it examines the presence of five primary elements of preventive marketing for crisis communications among tourism organisations in those countries. These elements are: issues management, the crisis plan, the crisis management centre, the company representative and the use of external consultants. Results indicate statistically significant differences (p<0.05) between both countries in their organisational preparedness for managing crises, in the types of crises experienced, and in the memberships of their crisis management teams. The implications of these results for effective preventive marketing communications in the tourist industry are discussed and suggestions for future research are offered. The research on which this paper is based was supported by funds awarded to the first author by the Spanish Tourist Institute of the Ministry of Commerce and Tourism, Madrid, Spain.