Challenging the negative images of Haiti at a pre-visit stage using visual online learning materials

ABSTRACT Post-conflict destinations can struggle to attract visitors because of their negative image. Research addressing this remains limited. The same can be said about the education of tourists. This research paper contributes to the literature in both areas as it examines the proposition that the education of tourists at a pre-visit stage using online, game-based material could be effective in challenging the negative perception of these destinations. From a destination management point of view, this paper offers an alternative to existing promotional material as there is little evidence at the moment that existing strategies are effective. From a conceptual point of view, this paper contributes to the very limited academic research in Gamification by adding the fact that Gamification can be a very efficient tryvertising tool if using subtle and implicit marketing elements.

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