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Dimitar Martin George

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Outline Outbreak of SARS

The virus

The outcomes

Step I: Onset on Crisis

Step II: Containment and Damage limitation

Step III: Resolution and Recovery

Looking at the Future

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The Outbreak of SARS

Late 2002

Chinese Province of Guandong

Spread trough Asia

Canada

July 2003 - epidemic was contained

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SARS

Severe acute respiratory syndrome

Potentially fatal

Mortality rate of 15%

Previously unknown

No cure, no vaccine

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Outcomes 8096 cases

29 countries

774 deaths

Affected different industries

Japanese market dropped 40%

Tourism

China, Hong Kong, Taiwan, Vietnam

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Singapore

February

238 cases

33 deaths

31 May

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Stage I:Onset on crisis

SARS spread with high speed

Medical significance was not clear Beyond the authority of tourism

Tourism crisis became unavoidable

Onset of crisis

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Stage I:Onset on crisis

Realizing what you can and what you cant do

Proper disclosure of information

Containment of disease

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Stage II:Containment and Damage limitation Government and non-government agencies

involved

The WHO

Distributed information

Published warnings

Treatment methods

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Stage II:Containment and Damage limitation

Intergovernmental meetings - sharing data on SARSvictims

Regional trade organizations

Disclosure of information

Press releases

The communication process during a crisis

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Stage II:Containment and Damage limitation

Impact of SARS on affected regions

The WHO list

Inbound passengers- subject to thorough checks

in order to prevent importation of the virus

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Stage II:Containment and Damage limitation

The Singapore Tourism Board

The main official acting to protect Singaporescredibility as a tourist destination.

Favorable news stories of tourists continuing to visitand enjoying their stay were published.

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Stage II:Containment and Damage limitation

ADirector of Emergency planning and a Cool Team

Minimizing the chances of infection.

Tools employed were mass temperature taking of staff

and visitors (fever being an easily observable symptomof the SARS) and regular cleaning and disinfection ofpremises

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Stage II:Containment and Damage limitation

The duties of every department of the government wereallocated to bringing SARS under control.

The implementation of thermal scanners both on airtravelers and ground travelers.

Prices were cut to stimulate the diminished demand

Infection control on the population was introduced.

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Stage III: Resolution and Recovery

SARS free Singapore on 31 May 2003

Shift in advertising and promotion tactics:

Defensive -> Offensive

Reactive -> Pro-active

Marketing efforts and Project Phoenix

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Stage III: Resolution and Recovery

Visible improvements in June

Faith in the health authorities

Tourism industry reflected on the crisis

The Tourism Consultative Council (TCC)

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Conclusion: Looking at the Future

The vulnerability of international tourism

Limited opening phase Uncontrollable crisis stage

Vital resolution and recovery stage

National problems becoming international

An important experience for future crises

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Timeline

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