Huang, Y-C.; Tseng, Y-P, and Yiap, L-C., 2013. Image recovery of the resurrected seashore city—New Orleans.
New Orleans and its touristic image were devastated by Hurricane Katrina in 2005. Efforts to rebuild the city and its image began immediately after the crisis. This study sought to understand the image of New Orleans as perceived by domestic tourists after several crises (e.g. Hurricane Katrina, BP oil spill). This study was designed to measure different components of the touristic image of New Orleans, and to identify the determinants that influence those components. The results of this study show that the touristic images of New Orleans were still appealing to both repeat visitors and nonvisitors. City government should focus in strengthening its core tourism products (e.g. an abundance of great Jazz music, distinctive New Orleans style Creole and Cajun dishes, and great attractions), which play the crucial roles in attracting the tourists, while improving those concerns that were perceived negatively, like the safety and cleanliness of the city. The tourism industry of New Orleans has overcome the odds, and the city retains a positive overall image, in which its' touristic image, as perceived by visitors was more favorable than that afforded it by nonvisitors. In addition, this study found that affective images of the city had a greater effect on the overall impression than did cognitive images; hence, New Orleans marketers should maintain or reinforce visitors' affective attachment of New Orleans to keep this seashore city as a preferred traveling destination.