Contact: Jennifer Hoffmann, Vice President, CARMA International, Inc.; Phone 212-460-5791; Email jhoffmann@carma.com
Washington, D.C., December 2, 2005 – France can put aside its worries about the effects of the recent rioting on tourism and travel to its country, according to a new study by leading media analysis firm CARMA International, Inc.
Global measurement company CARMA examined how leading U.S. media were depicting tourism in France in light of the riots and found that the media’s portrayal of the unrest is unlikely to hurt French tourism. CARMA reviewed 1,100 stories about the riots and determined that their impact on French tourism was discussed in 10 percent of reports. CARMA conducted an in-depth analysis of these 107 stories, analyzing them based on CARMA’s rating system for evaluating the quality of media coverage. Surprisingly, these stories averaged a slightly negative 48 rating, only 4 percent below CARMA’s neutral rating of 50. Such a score is exceptional, considering the crisis situation, and bodes well for France’s tourism industry.
“The average organization researched by CARMA maintains a slightly favorable rating, usually from 53 to 55. However, organizations in crisis usually experience much lower scores,” said CARMA director Chris Scully, who oversaw the study. “A score of 48 is remarkable compared to previous crises analyzed by CARMA.”
The French tourism industry’s 48 rating ranks well above the scores for other crises and scandals in recent years. Past CARMA research has shown that the Firestone tire recall in 2000 received a 33 rating, that the Enron collapse in 2001 garnered a 36 rating, and that the revelation earlier this year that commentator Armstrong Williams was paid by the Bush Administration to promote its No Child Left Behind program averaged a 27 rating.
Although a considerable percentage of articles included travel advisories from the State Department and other foreign governments, CARMA found that more than half of all reports contained reassurances for visitors to France during the unrest and nearly 30 percent of stories explained that tourist areas and attractions were unaffected by the riots. CARMA’s research also showed that tourists in France were undeterred, as many told the U.S. media that they felt safe and that their travels were not hindered by the unrest.
“Based on the portrayal of traveling in France during the riots, CARMA expects tourism in France to be largely unaffected,” predicted Scully. “French government and tourism industry officials implemented an effective public relations strategy during the crisis. Tourism officials in other areas of the world would be wise to follow their lead and make sure they have a well-developed plan in place to respond to a similar situation.”
An executive summary of CARMA’s analysis can be found in CARMA’s Research Library.
Founded in Washington D.C. by Albert Barr more than two decades ago, CARMA International, Inc. was a pioneer in the communications measurement industry. Today CARMA is the world leader in media research, with an unmatched global presence. This background enables CARMA to provide expertise on a local and global level, while offering clients a comprehensive, integrated and consistent approach to global media measurement. Using the most sophisticated proprietary software and the most specialized research methodologies in the industry, CARMA analysts assist PR professionals with maximizing the effectiveness of their outreach while providing strategic insights for future planning. CARMA is a privately held company headquartered in Washington, D.C., with offices in London, New Delhi, Paris, Sydney, Santiago, Tokyo, and Toronto. CARMA can be reached at 202.842.1818 or www.carma.com.
