Case Studies on Sars (Severe Acute Respiratory Syndrome), 2002–2003, and MERS (Middle East Respiratory Syndrome), 2012 to Present

This chapter focuses on coronaviruses before COVID-19: Severe Acute Respiratory Syndrome (SARS) produced by the Severe Acute Respiratory Syndrome Coronavirus (SARS-CoV) and the Middle East Respiratory Syndrome (MERS) triggered by the Middle East Respiratory Syndrome Coronavirus (MERS-CoV). Most people infected by human coronaviruses experience mild symptoms. The SARS pandemic and MERS epidemic, however, could result in respiratory complications. These complications impacted tourism industries in Canada and Hong Kong, and the camel industry in Saudi Arabia. Case study 8.2 explores factors at play in the campaign “Toronto: You Belong Here” designed to persuade Torontonians to become tourists in their own city, post-SARS. Case study 8.3 explores Hong Kong Tourism Board&s;s communication efforts in its pre-SARS “Take your breath away” campaign. When SARS began to take the breath away of residents and visitors literally, HKTB had to figure out other solutions to rebrand and communicate safety measures for travelers. The Kingdom of Saudi Arabia faced a significant cultural challenge in battling MERS when it was discovered that camels were the carrier. Case study 8.4 showcases the Ministry of Health&s;s “We Can Stop It” campaign and explores operating health beliefs and protective actions taken by Saudi people.