Cover -- EDITORIAL ADVISORY BOARD -- Editorial -- Introduction: what marketing strategy for destinations with a negative image? -- Innovative and sustainable tourism strategies -- Conflict resolution and recovery in Jamaica: the impact of the zika virus on destination image -- Engaging with a healthy tourism "offer": strategies to improve place perceptions -- The perception of risk by international travellers -- Responsible tourism as a strategic marketing tool for improving the negative image of South Africa -- The Small2Mighty tourism academy -- Perspectives on the destination image of Tunisia -- Conclusion: what marketing strategy for destinations with a negative image? -- Reflections on the theme issue outcomes.