Jillian Marom

Document Type

Honors Capstone Project

Date of Submission

Spring 5-1-2013

Capstone Advisor

Dr. Wrigley Associate Professor of Public Relations

Honors Reader

Professor Kucharavy Professor of Practice of Public Relations

Capstone Major

Public Relations

Capstone College

Public Communications

Audio/Visual Component


Capstone Prize Winner


Won Capstone Funding


Honors Categories


Subject Categories

Advertising and Promotion Management


Israel’s geopolitical location and conflict with its surrounding neighbors has resulted in constant negative media coverage and poor public perception of the country. As a result of the ongoing turmoil and biased media reports, the country’s tourism industry has failed to live up to its dreams and expectations. In an attempt to fully understand Israel’s travel and tourism industry, the researcher wrote a case study analysis that analyzes Israel’s PR efforts and media campaigns that are created to brand the country and change its negative image in the media. Through online research, news articles, scholarly journals and in-person interviews, the author examines the positive and negative aspects of Israel’s tourism industry. In conclusion, the author found that while Israel’s tourism industry largely suffers because of unfavorable media reports, there are also many internal problems that need to be addressed so that the country’s tourism industry can prosper.

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.



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